Capital To Offer Advertisers SMS Initiative

Capital Radio has signed a deal with mobile marketing company Aerodeon to offer advertisers the opportunity to run SMS campaigns over the Pepsi Chart Show‘s network of 100 radio stations.

The deal will allow brands to reach a potential 4.4 million listeners with SMS promotions and ads incorporating an interactive text messaging element. A Capital Radio spokesperson for the Pepsi Chart Show said: “Radio and text messaging are the two media that teenagers have most access to and our core listener demographic represents the highest users of text messaging.”

The initiative is due to launch in October and Capital expects it to be popular with music retail, record label and telecoms brands.

Managing partner at Aerodeon, Kieran Bourke, added: “The youth market is already mature when it comes to text messaging. Text ‘n’ win campaigns will no longer be stimulating enough to engage the Pepsi Chart Show‘s listeners. We are delighted that they understand the need for truly creative thinking around mobile marketing and we have some mobile innovations planned.”

Capital Radio and Nokia recently launched an interactive radio service for mobile phone users called CapitalM8. The service, which allows Capital FM listeners to receive ringtones, news, gig guides and dedicate tracks via their mobile phones, is intended to encourage greater listener interactivity and generate additional revenue streams (see Capital Unveils Interactive Radio Service).

According to RAJAR data for the second quarter of 2002, total Capital Radio reaches 7,959,000 listeners each week.

Capital: 020 7766 6000 www.capitalradiogroup.co.uk

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