Flytxt and Warner Village cinemas are launching one of the largest wireless cinema campaigns to date, marking the increasing success of SMS as a marketing tool.
The campaign, which launches today, is designed to encourage cinema goers to see the new Harry Potter film by entering a text competition to win tickets to the premier. People will be invited to sign up to the campaign via posters and radio spots on 21 different stations. A direct marketing push will also coincide with the main promotion.
Vice president of development at Flytxt, Pamir Gelenbe, said: “Promoting the release of a film via this medium makes greater sense than ever, especially due to the uncertainty surrounding some traditional advertising. The dominance of the current news agenda means that marketers are facing the prospect of having their TV advertisements, talk show appearances and press junkets cancelled or rearranged at the last minute, proving SMS to be a more reliable medium.”
SMS marketing has enjoyed a boom over the last year with the number of text messages sent each month breaking the one billion mark for the first time during August (see Text Messaging Breaks Billion Barrier). 90% of teenagers use text messages according to the Childwise Monitor report and SMS usage is also on the increase amongst older age groups.
Gelenbe, added: “SMS is an innovative and measurable way of communicating with consumers. It provides a direct channel for customers to give their feedback and for the brand to deliver its message.”
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