Ask the Expert

Objective

Engage consumers in retail locations while they are in the purchasing mindset, provide customers with a convenient channel for asking product related questions post-sale, and educate consumers on Toshiba products.

Solution

Mobile communications program utilizing SMS, WAP, and social media.

Consumers text (SMS) in while at retail or post sale to receive instantaneous answers to laptop related questions and/or have those questions submitted to a live expert who will respond with a detailed and customized answer within 48 hours.

Consumers who submit their questions to an expert are sent back a text message with a personalized WAP page with their specific question and answer.

WAP media buys push consumers to a Toshiba laptop WAP site to view products and get answers.

Results

- 10’s of thousands of questions submitted by consumers

- 26% of users submitted their question to the live expert

- Mobile Site received over 650,000 visitors and generated over 1 million WAP page views

Capabilities Utilized

- Mobile Internet

- SMS

- Reporting

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Toshiba