The National Geographic Channel ran an SMS alert campaign promoting its “Dog Whisperer” program, which saw 2,000 opt-ins and prompted pet store giant Petco to come on board as a sponsor. The campaign was launched in honor of the Dog Whisperer’s 100th episode with the intent to engage viewers and extend advertising opportunities for National Geographic. “Using the mobile phone as an additional communications channel makes the TV watching experience more interactive,” said Chris Brassington, group managing director at 2ergo, Manchester, Britain. The technology platform allowed NGC to automatically add new subscribers through a keyword-to-short-code system, easily upload tips content and schedule a specific send date and time, keeping the management time for the program at a minimum.
The initiative involved on-air calls-to-action along with an online call-to-action asking viewers to text the keyword DOG to the short code 64288 (NGCTV). After replying "yes" to the standard double-opt-in message, users are sent a tune-in reminder along with dog-training tips straight from the show’s star Cesar Milan four hours before the show airs on Friday nights.“Relevant and timely content that offers value to consumers should always take the lead in mobile marketing and messaging programs,” Mr. Brassington said. “You’ll get more subscribers who are more engaged and more likely to stay engaged with your brand over time.”After realizing the potential of this campaign, Petco chose to jump on board as a sponsor so that all SMS alerts would read “Sponsored by PETCO” and contain a mobile coupon code for 10 percent off purchases made at Petco.com.
“Not only can SMS drive viewership of the show through a timely text reminder, but SMS is more convenient for the viewer than making a phone call or going online to interact with the show,” Mr. Brassington said. From Mobile Marketer at http://bit.ly/n3YZW
For more information contact damico@zipstripe.com
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