- Kenneth Hein

The Challenge: The Weather Channel Interactive wanted to raise awareness about the multiple mobile products it offers. TWCi has been an early innovator in the mobile space and felt it needed to better communicate all that it offers on the third screen.

The Plan: During what was dubbed “Mobile Month” (May 19 – June 20), TWCi created the “Win a BlackBerry a Day" promotion. This was the first time The Weather Channel Interactive has launched a fully integrated marketing promotion across both the Web and mobile. “Take the weather with you. Go to Weather.com on your phone. It’s fast! It’s free!” read the ads. "Our primary goal has been to increase views on our mobile Web site and expand our footprint on the mobile Web," said Derek Van Nostran, director of marketing at TWCi.

The Results: The month-long promotion saw more than 700,000 sweepstakes entries. This was the highest number of registrants of any TWCi promotion. Most interestingly, more than two-thirds of the registrants came via mobile. Mobile web traffic during the promotion broke all records for the site and was 35% higher than usual traffic for the time period. Mobile download sales exceeded goals and hit record numbers for 2008 sales.