Objectives: Broaden reach beyond core hunter/angler customers to include all avid outdoor enthusiasts, and drive direct internet sales as well as in-store traffic. Starting early spring 2015, use mobile media and the Pocket Ranger® social platform to deliver impactful seasonal messaging that creates awareness of sales promotions and encourages purchases of partner brands.
Solution: Cabela’s placed its messaging throughout the entire Pocket Ranger® platform, including state park and fish & wildlife apps, and social media channels. This allowed Cabela’s to reach not only hunters/anglers, but campers, hikers, mountain bikers, kayakers, and other outdoor sports enthusiasts and adventure-loving families. By utilizing full-page interstitials as well as rotating and static banner ads, Cabela’s reached users when they were actually planning trips and thinking of purchasing necessary apparel and gear.
Result: Cabela’s testing of Pocket Ranger’s mobile media platform exceeded all target goals for generating incremental new customers and sales. Their ROI justified a long-term extended sponsorship commitment through 2016, continuing use of full-page interstitials which generated average CTR of 5.6%.