Action

  • Radio was used as best medium to “touch” customers before point of booking 
  • Offered dollars off an Orbitz travel package to incent customers to sample OrbitzTLC Alerts 
  •  Provided customers option of receiving additional text messages from OrbitzTLC via Sixteen30

Results

  • Response expectations were set very low, yet first day on air, received hundreds of text requests for promo code offer and further Orbitz messaging 
  •  After two weeks, response rate was much higher than expected
  • A significant number of respondents requested to be opted-in to receiving additional promotional messaging from Orbitz 
  • Orbitz wants to use a short code and mobile technology to market directly to consumers in the future

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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