Mobile Radio Promo Taps Teen Spirit
An April mobile promotion offering live appearances by up-and-coming bands to high schoolers voting via text message got 4 million mobile responses and allowed the owners of a sponsoring local radio station to nearly double their mobile database.
The “High School Spirit” campaign for Miami radio station Power 96 FM (WPOW) used a mobile platform from provider HipCricket to let students in Miami-Dade, Broward and Palm Beach counties text to a short code to bring performances by Plies, Colby O’Donis and Pleasure P to their schools.
Visitors were led to the WPOW Web site to find the key representing their school. They also saw promotional branding for McDonald’s and Smoke Free Florida.
According to stats from HipCricket, the station received 4,161,644 text messages during the campaign’s March 31 to April 25 run. More than 38,000 of those were from unique visitors.
Many voters also opted in to receive future updates and mobile promotions from the station. All told, WPOW and its owners the Beasley Broadcast Group saw the station’s text data file grow to 15,320 from 7,875 during the campaign.
“This campaign really shows the power of mobile marketing,” said Power 96 program director Tom Calococci in a statement. “This is a perfect case of us engaging our audience and creating an opted-in relationship for interaction with our listeners.”
Incidentally, Miami-based Coral Reef High School won the chance to hear their music live later this year.
