Kiss 100 Gets Sexy With SMS Text Campaign

Emap’s Kiss 100 has become the latest radio station to use SMS advertising, encouraging over 40,000 listeners to take part in an interactive competition called ‘Hey Sexy’.

The competition was developed by Angel marketing to help Kiss increase its reach of the 15-24 audience. Managing director of Angel, Trevor Rudder, said: “The competition was genuinely ground breaking- it was the first on UK radio to utilise SMS technology to talk to listeners, and it demonstrates how effective permission marketing can be at building relationships and driving brand loyalty.”

The campaign encouraged listeners to call a hotline from their mobile phone and register their details. Then each day the breakfast show DJ phoned registered listeners live on air. Those who answered “Hey sexy” won a share of the £15,000 prize fund.

All mobile numbers registered then received a programme of ‘extra value’ text messages. The competition was aided by an off-air campaign consisting of a direct mail push, flyer sampling, local media advertising and a website.

Emap plans additional SMS campaigns for other stations in the group and joins Chrysalis (see Chrysalis Interacts With Text Maniacs) in the SMS advertising trend.

Emap: 01733 568 900 www.emap.co.uk Angel Marketing: 020 7720 4242

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