Flytxt Secures Ford For Mobile Marketing Campaign
Flytxt has announced plans to launch its second mobile marketing campaign to promote Ford’s new Sportka model.
The campaign will specifically target young male drivers to highlight the new Sportka’s position as ‘Ka’s Evil Twin’. Data captured through the promotion will be used to develop an on-going dialogue with the target audience via direct marketing, SMS and email.
Developed by CRM agency, Wunderman, in association with Flytxt, the campaign is designed to appeal to the lad’s mag audience and is intedned to reaffirm the idea that Sportka is not just a girl’s car.
The campaign will send out 30,000 text messages which will ask consumers to respond to receive further information and the chance to win a range of prizes including TV’s and DVD players, via a unique text to win entry.
Text entrants are sent a confirmation text message asking them to send in their email address. Recipients are also encouraged to complete and return a short lifestyle focussed questionnaire included within the pack.
Commenting on the campaign, Usha Raghavachari, brand manager at Ford Ka, said: “SMS is a great medium for Ford to contact young male drivers, who are extremely confident and comfortable using text to communicate. The immediacy and ease of response of mobile makes it the ideal method for establishing contact and building a long term communication.”
Dave Barker, commercial director at Flytxt, added: “Ford’s initial campaign has prompted them to include mobile marketing in the Sportka launch. We are delighted that they have chosen to work with Flytxt again.”
The campaign follows the success of Ford’s first mobile marketing campaign with Flytxt to promote its Ka brand earlier this year (see Flytxt Secures Ford For Mobile Marketing Campaign).
The latest figures from the Mobile Data Association show that the total number of person to person text messages sent across the UK’s four GSM networks during October surpassed all previous records to reach 1.8 billion (see Text Messages Reach Record Total During October).
Flytxt: 020 7293 3000 www.flytxt.com
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