Of course, to capture people’s cell numbers, you need some way to get their attention. “I tell businesses to think about the resources they already have at their disposal,” said Jed Alpert, the founder of Mobile Commons. “If you’re a restaurant, you have tabletops. If you have a highly trafficked Web site, or are running billboards or radio spots, those are all good places to let people know about your texting campaign.”
John Mullin, founder of the New York interactive agency On the Go Mobile + Media, designed a program for the Army in which the initial invitation to text in appeared as part of its ads in digital jukeboxes in bars. Another campaign considered by a national steakhouse chain would have advertised text coupons for blooming onions in its “stadium” ads inside an EA Sports video game.
The Shedd Aquarium, in Chicago, uses a combination of on-site signs, end-of-aisle displays at local CVS stores with Coca-Cola as co-sponsor, and TV advertising. “We even built in a control group,” said Jay Geneske, assistant director of marketing. “For the promotion running on three local TV stations, we just gave out our phone number and Web site. But on the Fox affiliate we gave out our short code and asked people to text in to win. The response to the Fox ad was more than the other three combined.”
Free stuff also helps. Emitations, an online retailer of costume jewelry, is about to start a texting campaign promoting a new product line inspired by the “Twilight” vampire-themed book and movie series. Users who text in to register will receive regular alerts about new releases and sales on products tied to their favorite characters. Just for taking part, though, they’ll receive a sampler modeled on the gift bags handed out at Hollywood award dinners.
