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Cell Phone Ads that Consumers Love
Harvard Business School examines Flytxt wireless company's success with young people joining text-based 'clubs' affiliated with certain brands. [via Ypulse] "Cell spam? No one wants the bother. But London-based Flytxt has convinced users to give personal information in exchange for direct marketing pitches to their phones. A Strategy & Innovation case study." Flytxt, founded in 2000, was one of the initial practitioners of mobile marketing and an early advocate of permission-based communication. The company was formed by three friends drawn from the venture capital, consulting, and technology industries. [...] Flytxt's take on the business proposed that consumers would be most interested in joining text-based "clubs" affiliated with certain brands. [...] Flytxt's marketing program for the magazine asked readers to text-message biographical details such as age and gender to a special number, thus enabling the magazine to alert them to news about album releases, celebrity goings-on, and other facts of specific interest to the individual. The goal was to build reader loyalty while compiling a database about their tastes through interactive dialogue. Best of all, it was extraordinarily cost-effective: each mobile message cost approximately five U.S. cents to send, versus 10 times that amount for a first-class, regular mail solicitation. Some links to Flytxt campaigns previously posted in Textually: -- SMS campaign ties in with "Birthday Girl" movie launch -- Children's book series, Princess Diaires', launches with SMS campaign -- Chrysalis Radio UK's SMS Text Clubs attracts 10,000+ new subscribers each month -- Bidding by SMS for Elle Macpherson's body cast -- Pollen Count Text Alerts -- Bidding for art from a Selfridges window display -- Associated Newspapers launches up-to-the-minute Iraqi news via SMS |
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BULK SMS GATEWAY