For Interactive Marketing Professionals

Primary Analyst Photo	Document Information	Rate this Document
	March 29, 2007 Case Study: Pfizer Proves That Mobile Marketing Isn't Just For The Young by Christine Spivey Overby with Julie M. Katz, Charles S. Golvin, Sarah Glass

This is an excerpt

Executive Summary

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.

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.