Times Newspapers To Run More Text Message DVD Promos

Times newspapers will run further text offers after the remarkable success of a recent free DVD via text message promotion, which generated 100,000 responses via mobile phones.

The promotion ran in both the Times and the Sunday Times, offering children’s films like Alice In Wonderland, The Railway Children and The Jungle Book to readers who sent a stamped self-addressed envelope or a text message containing their name and address. Each film earned between 15,000 and 25,000 responses, with postage costs covered by a reverse text sent back to the reader.

Newspapers are still using DVDs to boost sales despite the high cost of the printing and insertion into newspapers. Previous attempts to limit the cost of DVD promotions, which can cost up to £1 million for each film, include distributing DVDs via high street retail outlets.

The promotion was a joint venture between DVD supplier The Communications Practice and Buzz Mobile Marketing, which devises mobile phone strategies for newspapers.

The Times: 020 7782 5000 www.timesonline.co.uk