Hallmark Uses Emap Teen Databases For Valentine’s Promotion

Card retailer Hallmark is to use Emap’s J17 and Smash Hits databases in a Valentine’s SMS campaign designed to drive traffic to its website.

Text messages sent out today will invite recipients to enter a competition by replying to the SMS with answers found on the Hallmarkhiya.com website. The messages have been tactically timed so that entrants have time to go online at school or at home. A second message will be sent out on Valentine’s Day itself, reminding all those who entered the competition about the picture messaging services available on the website.

Jane Kelsey, director of cross media solutions at Emap (see Emap Adds SMS To Cross Media Mix), said: “This campaign highlights the unique properties of SMS- Hallmark are targeting their audience at key times to maximise the awareness of their picture messages and increase visits to their websites.” Gary Wise of BLM, which created the deal said that it would allow Hallmark to communicate with their audience in “a language that they understand and embrace.”

Emap: 01733 568 900 www.emap.co.uk

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