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SMS in Marketing
Interactive Posters now get Bluetooth
- Dec 7 2004
Mobile marketing technology company Hypertag
has followed up its latest moves to turn outdoor
posters into infra-red data points mobile phones
with a Bluetooth version, reports
Netimperative.
"Hypertag
says this new version will allow posters to send
passing views data such as video, and give
marketers a new way of engaging consumers with
outdoor campaigns.
The system could send vouchers, business
cards, ringtones or games, offering a greater
range of content than the low-bandwidth
infra-red system."
Related billboards and SMS Marketing schemes:
-- Times Square
Billboard Asks New Yorkers to Vote - An
interactive billboard in Times Square served as
a public forum for New Yorkers to debate, "What
is beautiful?". As they cast their vote via
cell-phone, a running tally appeared in
real-time on the billboard and the website
simultaneously.
--
Ford Fiesta ad campaign combines interactive
billboards with SMS - Advertising Agency
Ogilvy, in a European first, has launched a new
ad campaign for the Ford Fiesta, combining
interactive billboards with SMS.
--
Yahoo! Billboard Goes Live in Times Square -
To promote its automotive Web site, Yahoo! and
interactive shop R/GA have created a billboard
that allows pedestrians to play a video game
broadcast on part of the 23-stories-tall Reuters
sign in Times Square here via their cell phones.
--
High Tech Billboard will respond to Text
Messages - Coca-Cola unveiled one of the
world's biggest and most sophisticated
billboards, switched on in Piccadilly Circus in
the heart of London. The 99-foot-wide neon
colossus can respond to the weather and interact
with people looking at it from the ground.
--
Cell Phones, Billboards Play Tag - Hypertag
technology, enabling mobile users to point and
click their cell phones at a movie poster and
access digital content and Cool123 has a patent
pending for a similar sounding interactive SMS
service. enabling mobile users "to interact with
advertising such as billboards, product
packaging or other media strategies using
keywords or codes".
New Marketing Techniques are Damaging
Brands - Sept 18 2004
According to research by Cable & Wireless,
conducted among 2,000 UK consumers focusing on
the retail, travel and financial sectors, new
marketing techniques such as text messaging are
damaging consumer trust in brands, reports
Brand Republic.
"Among the key findings were that unsolicited
text messages were more than twice as likely to
irritate their recipients than outbound
telemarketing if received outside of working
hours."
Text Messaging for Nightclubs - Sept 3
2004
With so many people carrying their mobile
phones with them 24-hours a day - text message
marketing is a hugely effective way to promote
nightclubs, offers and promotions, according to
More Mobile.
Text Messaging for Nightclubs is a dedicated
mobile marketing company which offers campaigns
to reach clubbers in the night.
"As many as 90% of clubbers carry a mobile
phone, many use their handsets as an interactive
tool and most of these respond positively to
mobile marketing campaigns", says Jonathan
Ratcliffe of Hype Marketing.
Hello, I'm on the Bus - and Texting for
Pepsi - July 21 2004
Text message marketing came of age this week
when Pepsi incorporated the burgeoning technique
into its global marketing strategy, according to
the
Sydney Morning Herald.
"SMS and MMS marketing is set to play a more
prominent role in Pepsi's marketing as it
attempts to involve younger consumers with its
brand through mobile phone promotions.
The push in Australia and in South-East Asia
came as Pepsi reported its highest response
rate to a promotion - more than 10 per cent
- with its current iPod every hour promotion,
which has generated more than 500,000 entries
from 4.5 million packs.
The promotion involved players sending a text
message to enter a draw giving away a free iPod
every hour"
Interactive ad campaign initiated by SMS
- 7 July 2004
TheFeature.com picked up a fabulous story on
E-Media Tidbits, on an interactive
advertising campaign in Germany, which is
initiated by SMS.
"A
A gardening supply firm set up
a billboard at a train station in Germany.
With one simple SMS message, the billboard
activates an automatic sprinkler system,
potentially soaking anyone passing by.
This and other SMS-us-to-do-something
advertising is apparently starting to catch on
in some places. While the people getting soaked
in this example case may not appreciate the
result, it certainly is engaging for those
sending the SMS."
India and SMS Marketing - April 19
2004
Realising the significance of this mode of
marketing, Indian marketers are increasingly
opting for mobile marketing techniques to
connect with their target audienceódirectly. And
with around 33 million subscribers in the
country, the concept of mobile marketing is
rapidly gaining momentum, observe new media
analysts reports
The Financial Express.
"For instance, Coca-Cola India is planning to
launch an aggressive SMS-based campaign to
promote its new launch ëCoke Vanillaí along with
its mass media advertising plans within a few
days."
SMS Limericks for St. Patrick's Day -
February 7 2004
In a world first, a celebration of St
Patricks' Day is being carried out as an SMS
Marketing campaign.
According to Mike Grenville for
160characters.org, "a cross-carrier limerick
contest for Murphy's Irish beers by SMS is is to
run across the USA to coincide with St.
Patrick's day.
The 'Take the Murphy's Challenge' campaign
will be launched to coincide with St. Patrick's
day on 17th March and calls on participants to
complete the following limerick:
There is a young barmaid in Cork,
Who loves to serve Murphy's and pork,
When you enter her bar......
"The 10 most original conclusions to the
limerick that are texted to short code 23000
will be posted on
Star Brand Import's limerick page.
The text-in campaign will be publicized on
2,500 posters in liquor stores and 1000 banners
in pubs, and printed on 250,000 collector cups
that will be distributed on St. Patrick's Day in
bars across America".
Smirnoff Launches SMS Campaign for
New Drink «Twist» - Nov 6 2003
A recent text messaging campaign by Smirnoff
helped to increase awareness of their new drink
«Twist» in a fun and interactive manner and it
also helped to break through the marketing
clutter, reports
Web.mid-day.
"Consumers were given a twisted word and they
were supposed to untwist it and SMS the right
answer, and the winners were entitled to various
merchandise items".
In 2002, Smirnoff was credited with launching
the largest-ever SMS opt-in marketing campaign,
which incorporated a 'text and win' game where
consumers receiving an immediate response
telling them if they had won a prize.
Smirnoff sent out 175,000 text messages to
young people who signed up in nightclubs
throughout the UK and on their Website.
Virgin Mobile Introduces an Anti-hero
Character to Advertise New Low Rate in Australia
- Sep 29 2003
Virgin Mobile launched a campaign on TV,
radio and newspaper featuring an anti-hero
character called Warren, a lovable loser
searching for love. In the ads, Warren in a key
selling point in his quest for a date, makes the
point that he is cheaper to text because of
Virgin's new five cent text rate.
Viewers are encouraged to contact Warren who
will send them an SMS in return.
Text messaging sent across Australia's
network each day has soared to nearly 10 million
a day, increasing by more than 1,000% since its
introduction between carriers in April 2000.
Five billion text messages are expected to be
sent in 2004.
B&T Marketing & Media
SMS Forum calls SMS "Fifth Channel" for
Advertising - Sep 13 2003
In an announcement that will make most people
shudder, the
SMS Forum has proclaimed that Short
Messaging Services is considered the "fifth
channel" for media advertising in North America.
[RCR
News]
"The ubiquitous and instant
characteristics of this mobile media channel
have firmly established it as the preferred
method to reach the end user."
Though Marketers are only allowed to send
text messages to mobile users who have opted-in
(given their consent), mobile spam remains a
legitimate concern.
Coke Reaches Consumers by Phone - Sep
8 2003
Switzerland has coke dispensing machines that
allow you to buy a soda with your cell phone,
but in Japan, the Coca-Cola company is sending
text messages to Japanese consumers, urging them
to purchase a beverage from one of hundreds of
high-tech vending machines around the country.
The lure? Those who bought a can from one of
Coke's machines that day or the next get a free
download of a company ad jingle for their
cellphone ring tone. Sales jumped 50% among
those who received the message, according to the
WSJ.
Car Makers Encouraged to Text Customers
- July 3 2003
In a recent
report by GartnerG2, car makers are
encouraged to use text messaging to push both
sales and aftersales services. "SMS offers car
manufacturers and dealers a new way of
interacting with their customers," according to
Daren Siddall and Michael Dornan, interviewed in
PC Advisor.
Case in point, last year in France, Mercedes
launched a successful SMS campaign, sending text
messages to 11,000 opt-in male individuals,
suggesting they phone a call centre to make an
appointment for a test drive of a new model C
Class. 8,5% of the people contacted by SMS
phoned the call center, reported
Neteconomie.
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