November, 2009
HBO Pay-Per-View targeted Hispanic boxing fans with an SMS campaign to promote the Mayweather-Marquez fight. In the campaign, consumers could text-in a short code for a chance to win an autographed glove. They could then confirm entrance to the “VIP club” for future special offers via text, giving HBO a reliable database for future marketing efforts. 70 percent of all who texted-in elected to join the database.