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Archive for the ‘SMS’ Category

Text messaging is the new frontier for communications.

Mobile phones are ubiquitous in the US. Tens of billions of text messages are sent and received every year.

Yet marketers are still experimenting with the best ways to tap into this phenomenal communications resource.

The DOD however, has come up with an interesting approach that I think is quite effective — they have incorporated text messaging into the America Supports You “Giving Thanks Campaign.”

This holiday season, America Supports You is giving you a new way to send your thanks to the troops – by text message! When you send your message of thanks to 89279 (TXASY) between November 17th and 22nd, you’ll receive a special thanks in return.

The really interesting part is the feedback loop they created — go to their web site and you can get the code for an embeddable widget for your blog or Web site that will display the text messages sent to troops. So not only can you participate and show your thanks, you can also show everyone else that people are supporting the troops.

Overall, this is a great way to use technology to engage with people, leverage the benefits of SMS and connect those messages of support to others online. I’d encourage you all to check it out and send a text message.

I am.

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Campbell-Ewald and mobile marketing

Yesterday I bashed Navy PR firm Campbell-Ewald for not understanding the YouTube culture.

Today, I need to link to an interesting approach they have taken with mobile marketing:

From the Internet to GPS, the U.S. military often gets a first crack at deploying emerging technologies, so it’s fitting that a current U.S. Navy Reserve campaign is testing the Bluetooth waters. The effort aims to inspire today’s sailors through a mobile video to “Make a Difference a Few Days at a Time” by joining the reserve.

Fittingly, the campaign is highly targeted, reaching out to residents of 13 naval bases across the country. Locations such as mess halls and the NEX, or Naval Exchange store, are hubs of everyday life for sailors and their families on naval bases. And that’s exactly where the campaign’s developers decided to bivouac the Bluetooth-enabled ads: on payphone kiosks right outside those prime spots.

NEXs are “hugely popular,” said Scott Cohen, director of marketing at payphone ad firm Prime Point Media,” referring to them as the Navy’s version of Wal-Mart. “Some people go to them everyday or multiple times everyday.”

In a stealthy manner any submariner could appreciate, when someone carrying a Bluetooth-enabled mobile phone set to discoverable mode nears a payphone featuring one of the campaign’s ad wraps, the phone is detected by a device attached to the phone ad. The ad device then sends a message to the phone, asking if the recipient would like to download a video from the reserve. If the answer is “yes,” the device immediately uploads the two-minute clip, complete with patriotic testimonials and allusions to brotherhood and pride. The video clip prompts viewers to visit the Navy Reserve.com Web site, or call the reserve.

Following its launch in November and through December, about 11,000 Bluetooth phones in discoverable mode were detected, resulting in about 2,000 successful full video deliveries. Campbell-Ewald developed the campaign creative and placed media through Outdoor Services. 

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Yesterday, while riding in the Metro (the subway in DC) home from work, I noticed an advertisement plastered all over the wall of the car I was riding.

It was a promo for Future Weapons, a new program on Discovery Channel that is premiering on January 15 at 9 p.m.

First, I think advertising on the subway, while not new, is a great idea. You have a captive audience, the entirety of which is following the unspoken Metro rule: you do not make eye contact with people you don’t know on your commute into work. So where does everyone look? Advertisements! Brilliant!

Even more interesting however, the advertisement had a call to action: send a text message to receive more information on the program and exclusive first looks at the new show.

Fascinating.

2006 saw a rise in the use of SMS for marketing purposes, some successful, some not. Lots of people are playing around with ways to leverage this technology without seeming too invasive.

D-Ring prediction: 2007 will see a dramatic rise in the number of organizations that are playing with SMS marking. Many of them will fail to strike a chord with consumers, but a few will succeed.

So check out Future Weapons on December 15 at 9 p.m. on Discovery Channel.

Nice done, Discovery. Your marketing worked.

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