SMS applications
For the creative marketer who respects opt-in and privacy legislation, SMS has proved a
great way to get closer to customers, particularly those in the youth market who are dif-
ficult to reach with other media. These are some of the applications showcased on
Text.it (www.text.it):1 Database building/direct response to ads/direct mail or on-pack. This is one of the most
significant applications. For example, Ford engaged its audience when promoting the
Ford Ka by offering consumers to text in a unique code printed on their postcard for
entry into a prize draw.
2 Location-based services. Text for the nearest pub, club, shop or taxi. In London you can
now text for the nearest available taxi and pay the congestion charge through texting
once accounts are set up via the web!
3 Sampling/trial. Nestlé used an opt-in SMS database to offer samples for a new choco-
late bar to consumers in its target group.
4 Sales promotions. Timed e-coupons can be sent out to encourage footfall in real and
virtual stores. Drinks brand WKD offered its consumers to ‘Peel Off and Win’ on its
bottles. The competition offered prizes of 3,000 football club shirts, mini footballs,
10,000 referee cards, and 1m exclusive ringtones and logos designed by WKD. Half a
million people played the game, a campaign response rate of 3%. A 3,000-strong opt-
in database of the company’s 18–24-year-old customer base was created. The
company plans to use this database to trial new WKD variety Silver.
5 Rewarding with offers for brand engagement. Valuable content on mobiles can be offered
via SMS, for example free ringtones, wallpaper, Java games or credits can be offered to
consumers via text.
6 Short codes. These are easy to remember 5-digit numbers combined with text that can
be used by advertisers or broadcasters for response.
7 Offering paid for WAP services and content. Any service such as a ringtone delivered by
WAP can be invoked from a text message. For example, Parker’s Car Guides now
prints ad text ‘go parkers’ to 89080 (a short code) for quick access to the Parker’s WAP
site which provides car prices on-the-go, at £1 for 10 minutes.CHAPTER 3· THE INTERNET MACRO-ENVIRONMENT
Figure 3.7Number of text messages sent monthly in the UK, 2001 to 2005
Source: Mobile data association0
Sept.
00Millions2505007501000125015001750200022502500275030003250Sept.
01Sept.
02Sept.
03Sept.
04Sept.
05