Chrysalis Puts Listeners In The Picture With MMS
Chrysalis has become the first UK radio group to embrace multi-media messaging as a marketing and communications tool between station and listener.
The initiative will invite Galaxy listeners to send photos and text the station from their mobile camera-phones. Galaxy will then select the best pictures for inclusion on their website for all listeners to see.
Text messaging has now become a common form of communication between radio station and listener. However, Galaxy will become the first to employ the latest photo-messaging technology to further involve the audience with its programmes.
The station recently signed up its 100,000 listener to the Galaxy and Heart mobile club and has been providing mobile content and interactive services since 2001. The group is also in talks with a number of brands about sponsorship of inbound MMS competitions and tailor those competitions to their specific objectives.
Commenting on Chrysalis Radio’s latest mobile endeavour, Abigail Taylor, the group’s interactive services manager, said: “MMS allows us to take our existing mobile relationship with our loyal listeners to a new dimension. For the first time we can see what our listeners are doing whilst they are listening to Galaxy.”
She added: “The ability to use MMS to achieve richer communication with listeners is enormous, for both Chrysalis and our sponsors. In addition the inbound MMS messages from our listeners will provide great content for our website and help build an even closer community of Galaxy listeners.”
The latest figures from the Mobile Data Association show that sending text messages is still one of the nation’s favourite pastimes with over 71 million messages sent daily throughout January (see Text Messaging Reaches Record Levels In January).
Chrysalis: 020 7221 2213 www.chrysalis.com
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