Executive Summary (This is a document excerpt)

Facing the challenge of building awareness among hard-to-reach consumers, Pfizer added mobile to its Lipitor marketing mix as a way to extend reach. The offer: text-based mobile coupons for a free trial of Lipitor. How did Pfizer persuade Boomers and Seniors to use mobile? By advertising mobile coupons at a critical decision point and by establishing a safety net for instances when texting didn't work.

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