Heart Launches New SMS Service For Advertisers
Chrysalis-owned London based radio station, Heart 106.2, is launching an SMS service giving third party advertisers access to its youth audience.
The Heart 106.2 Texters Club launches today with an on air promotion inviting listeners to register with the opt-in database by sending an SMS message to a special hotline. In return entrants will be entered in to a draw to win a holiday to Australia.
Subscribers to the service, which will be managed by mobile marketing company Aerodeon, will receive regular SMS updates informing them of special on-air offers and giving them the chance to enter competitions to win cash prizes.
Commenting on the initiative, Chrysalis Radio’s interactive manager, Abigail Taylor, said: “This will be the very first time that SMS technology has been used by a leading radio station to create a targeted database of 25-44 year old women whilst enabling our listeners to interact with the station.”
Susan Cooke, Aerodeon’s head of client services, added: “This will be an invaluable addition to our three quarter of a million ‘opinion former’ records we host and broker to advertisers on behalf of high profile media owners.”
SMS is becoming an increasingly popular form of marketing and earlier this year Capital Radio signed a deal with Aerodeon to offer advertisers the opportunity to run SMS campaigns over the Pepsi Chart Show’s network of 100 radio stations (see Capital To Offer Advertisers SMS Initiative).
Emap also recently announced plans to increase the take-up of SMS services across its entire media portfolio with the creation of a new role of mobile business director (see Emap To Boost Wireless Up-Take Across Media Portfolio). Former business director of youth, Gillian Kennedy, has been appointed to the role, which will involve working across Emap’s radio, magazine, TV, online and mobile data-bases to create bespoke interactive cross-media and standalone packages for clients.
Chrysalis: 020 7221 2213 www.chrysalis.com
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