What is Mobile Marketing?
-In February 2006, Canadian mobile phone network
TELUS Mobility launched a $1,000 text & win promotion.
Customers text the word ‘TRIVIA’ to the short code
835873. Customers win one entry into the promotion
for each trivia question answered, or 10 entries for
each question answered correctly. Each month, one
winner is selected from all the entries received to win
a cash prize of $1,000.
-In March 2006, US TV network Court TV launched a text
& win competition, offering viewers a chance to win
$10,000. The competition, called The Impossible Heists
Code Cracking Challenge, ran off the back of a reality
TV show called Impossible Heists. It invited consumers
to text their answers to three trivia questions to a short
code. Consumers who answered all three questions
correctly could then enter a code for their chance to
win $10,000.
-In the US, Starbucks launched a game, Starbucks
Summer Pursuit, to celebrate the arrival of summer
(2006). The game was a text messaging trivia quiz which
invited consumers to answer three questions, all on
the theme of summer, sent to their phone. Those who
got enough answers correct had the chance to play the
“Ultimate Scavenger Hunt” in New York City, and
compete for a trip to Costa Rica.
-In a text & win campaign, mobile is used as the response
mechanism. But mobile is increasingly being used as
a response mechanism in more generic campaigns, as
brands include a mobile short code on their TV, radio,
press or billboard advertising. In some instances, when
the consumer texts the required word to the short code
number, they receive a WAP-push message which
enables them to visit a WAP site dedicated to the brand
or the promotion in question. Here they may have the
opportunity to find out more about the brand, or receive
some form of incentive, such as a ringtone or wallpaper
for their phone.
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What is Mobile Marketing?
-In February 2006, Canadian mobile phone network
TELUS Mobility launched a $1,000 text & win promotion.
Customers text the word ‘TRIVIA’ to the short code
835873. Customers win one entry into the promotion
for each trivia question answered, or 10 entries for
each question answered correctly. Each month, one
winner is selected from all the entries received to win
a cash prize of $1,000.
-In March 2006, US TV network Court TV launched a text
& win competition, offering viewers a chance to win
$10,000. The competition, called The Impossible Heists
Code Cracking Challenge, ran off the back of a reality
TV show called Impossible Heists. It invited consumers
to text their answers to three trivia questions to a short
code. Consumers who answered all three questions
correctly could then enter a code for their chance to
win $10,000.
-In the US, Starbucks launched a game, Starbucks
Summer Pursuit, to celebrate the arrival of summer
(2006). The game was a text messaging trivia quiz which
invited consumers to answer three questions, all on
the theme of summer, sent to their phone. Those who
got enough answers correct had the chance to play the
“Ultimate Scavenger Hunt” in New York City, and
compete for a trip to Costa Rica.
-In a text & win campaign, mobile is used as the response
mechanism. But mobile is increasingly being used as
a response mechanism in more generic campaigns, as
brands include a mobile short code on their TV, radio,
press or billboard advertising. In some instances, when
the consumer texts the required word to the short code
number, they receive a WAP-push message which
enables them to visit a WAP site dedicated to the brand
or the promotion in question. Here they may have the
opportunity to find out more about the brand, or receive
some form of incentive, such as a ringtone or wallpaper
for their phone.
