At first glance it sounds strange doesn’t it? Combining mobile phone marketing with good old TV advertising. However, over the last couple of years it’s proven to be a huge success.
It all started with shows like American Idol, where viewers can vote for their favorite by sending a text message to a number shown on the screen.
Integrating both marketing systems creates interaction, accountability and loyalty. For example; a certain movie theatre shows a trailer of a new movie on TV and includes a code and number to text to so the viewer can win a free ticket. The viewer will instantly grab his phone, if he doesn’t win, he might try again later. The fact that he didn’t win will stick in his mind and remind him of that movie theatre increasing the chances of him going there anyway. If the movie theatre repeats these kind of ads for several different movies, viewers will be more inclined to watch through the whole trainer just in case there’s another contest, all the while being imprinted by that brand of movie theatre.
Sending a text message is also more successful than sending an e-mail. People carry their cell phones with them 24/7 so they can instantly react to whatever ad they see. They don’t even have to be connected to the Internet to do so.
Combining mobile phone marketing and TV advertising will become more and more common in the future.
Mobile Phone Marketing Works