I’ve just read that BMW presented a case study at the London Mobile Marketing Forum.
BMW showed how an MMS campaign sent to an audience of 117,000 promoting the use of winter tires in Germany, generated $45 million in sales. A ROI of $750 dollars for each dollar spent.
Not only does this makes a strong case for companies to add mobile to their marketing mix, but it demonstrates how although more expensive than SMS, the rich format of MMS can yeild spectacular results.