Taxi Media Gets Into SMS With Mastercard

Taxi Media and Mastercard are launching what they claim to be the first ever London taxi campaign to promote an SMS competition.

The campaign, which launches this week, includes 20 fully-liveried cabs fitted with tip-up seat ads, asking passengers to text for a chance to win VIP tickets to this year’s Mastercard Mobo Awards.

Commenting on the campaign, which was booked through Portland Outdoor, Taxi Media’s sales director, Lloyd Keisner, said: “This is the first time an advertiser has used texting on tip seat ads. Our research shows that taxis are ideal for direct response campaigns. 70% of all journeys are with 1 or 2 passengers, who sit facing the tip seats.”

A series of Mastercard media partnerships will follow the awards, which will be held on 1 October. These include a week’s sponsorship of MTV’s urban music programming; sponsorship of GMTV’s black music week; a tie in with Jazz FM’s The Late Lounge and a drivetime promotion through Kiss.

A multi-platform campaign comprising TV, radio, press, outdoor and online activity will also promote Mastercard’s sponsorship of the event, and is intended to drive traffic to the company’s website.

Mastercard is understood to have sponsored the Brit Awards, the FIFA World Cup and the UEFA Champions League this year.

Taxi Media: 020 7091 1900 www.taxi-media.co.uk

Recent Outdoor Stories from NewsLine Megaposter Secures Giant Heathrow Win Outdoor Connection Rolls Out 48-Sheet Polo Campaign ShopFront Media Secures Express Titles Deal

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left