Listeners of Fox Sports Radio are now using cell phones to give their feedback or participate in surveys, quizzes and giveaways by sending a text message to “ON FOX.”
Listeners receive instantaneous feedback from Fox Sports Radio thanking them for their input or telling them the standings in the FSR VirtualVote or PopQuiz they just participated in. In addition, listeners can choose to sign up for news updates, promotions, and offers to be delivered to their cell phone.
Fox Sports Radio added the text messaging elements because it wants to become the most interactive sports radio network, VP Andrew Ashwood said.
“Most people who listen to sports radio listen in their cars have their cell phone right in their hand,” Ashwood said. “Less than 2% of a radio audience will actively participate in a radio show, whether it’s to voice an opinion or participate in a sweepstakes. But we know through the evolution of technology, people are text messaging, and we wanted to take advantage of that.”
Fox Sports Radio will also use the TXT platform in the arenas and stadiums of teams that its local affiliates have broadcast sponsorship deals with. The radio network will hold in-game text-message-based trivia contests and opinion polls and have the results shown on the scoreboards, Ashwood said.
The information received via TXT will also be used by Fox Sports Radio and its local affiliates as a way to better understand its listening audience.
“The data will help us be as customer-friendly as possible without being evasive,” Ashwood said. “It’s just one more way for us to be as customer-friendly as can be and getting to know our listeners.”
Fox Sports hopes to use its customer data to customize its text messages. For example, if Green Bay Packers quarterback Brett Favre is going to be on the air, Packers fans can receive a TXT alert so they can tune in.
“It’s amazing what you can do with text messaging, but the weapon is only as good as the technology,” Ashwood said.
HipCricket, an Essex, CT-based mobile marketer, handles the campaign for Fox Sports Radio.
