Channel 4 Launches SMS Campaign

Channel 4 is launching a SMS text message campaign as part of its “Indian Summer” season of cricket coverage.

Cricket coverage has been the jewel in C4’s sporting crown. The channel is hoping to use its “Indian Summer” season of events and themed programs to appeal to a younger 16-34 year old audience. C4 previously secured The Times as the sponsor of its Test cricket in a deal worth around £1m (see Channel 4 Secures The Times As £1m Cricket Sponsor).

The campaign, launched in conjunction with Flytxt, will be promoted on competition cards placed in Indian restaurants throughout the country. The cards will advertise a text-based draw to win cricket tickets and Cobra beer. Entrants will also be asked to indicate their location to receive information on free outdoor events.

Nick Stringer, marketing manager of Channel 4, said: “The SMS promotion with Cobra is a good interactive element of the overall Indian Summer campaign.”

Channel Four: 020 7396 4444 www.channel4.com

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