Example of WAP link
“Thank you! Click link or copy to browser to get ESPN BottomLine Pro $4.99 p/mo http://vm.sprintpcs.com/redirect?product=PCS18775.”

Goal
Use text messaging platform to inform and sell subscriptions of BottomlinePro.

Promotional Campaign

  • During the month of June Call to action.
  • Television ESPN Bottomline Crawl Placement
  • Print Full Page Advertisement, ESPN The Magazine
  • Online ESPN.com

Results
On-air crawls and online placements yielded immediate messaging results. Subscriptions increased exponentially where link to purchase was enabled.

Conclusions
U.S. consumers are becoming increasingly aware of keyword-to-shortcode messaging. More products are sold through messaging that features a binary link to purchase than through simple download instructions.

Future
Continue rolling out WAP-enabled campaign, including PSMS binary trial in Fall 2005.

 

Common short codes (CSCs) are administered by a single CSC Administrator (CSCA) - CTIA-The Wireless Association® - for a group of U.S. wireless carriers. In addition, the CSCA oversees the technical and operational aspects of CSC functions and maintains a single database of available, reserved, and registered CSCs.

For more information please visit the CSCA site.


     


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