U2 is Just the Beginning
September 9th, 2007 Posted in Mobile MarketingHow does a radio station create some noise around a sold-out U2 concert – and attract advertisers? It calls CellTrust.
We got a call from Clear Channel Radio in Charlotte, NC about running a contest to raffle off free tickets for a sold-out December concert with Bono and his band, U2. The idea was simple: create some excitement around the concert and attract as many listeners as possible; ultimately, this would help the radio station sell more advertising time too.
Working quickly, CellTrust applied their “Mobile Workflow” tool to the “Free U2 Tickets” contest by providing listeners with a ‘short code’ to participate with their mobile phones. The resulting input was structured in a database (for real-time activity reports) – and confirmation messages were automatically sent to each contestant.
Clear Channel first announced the “Free U2 Tickets” contest on its website and on the air a week before the contest began on November 1st. That night, only moments after the contest officially began at 8 p.m., tens of thousands of messages started to pour in! The response exceeded all expectations – and listener interest peaked until the winner was announced three weeks later.
Since the U2 concert, “Mobile Workflow” has been enhanced with new features (such as automatic billing). For example, a track from the live concert was sent to participants who texted in their addresses.
“If you know how to use Yahoo e-mail, it’s an easy web-based tool to help you set up a campaign,” explains Anthony from Clear Channel.
Written by: Shayan Mashatian
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