Radio listeners receive exclusive mobile offers through contest participation

Client: 97.5 The River

CKRV is a Canadian radio station, broadcasting 97.5FMThe RIVER, today’s hottest adult contemporary.

Campaign: “Text for Tickets”

Win tickets and accommodation to two of Vancouver’s biggest concerts, Beyonce and Britney Spears.

Objectives:

Explore text messaging as a method to reduce costs and increase customer engagement Entice participants to participate in mobile campaign though value-incentive Use mobile to create additional communication channel with customers.

Prm (prospect relationship management) Modules:

Text Messaging - prmText

How it worked:

On-air announcements throughout the day engaged 97.5 The River listeners to participate in the “Text for Tickets” mobile contest – anywhere or anytime. To promote both concerts, Week 1 & 2 featured texting keyword BEYONCE to 889988, while Week 3 & 4 featured keyword BRITNEY. Upon hearing the “cue to text”, participants had 10 minutes to text and get their entry in.

Participants instantly received a “bounceback bonus”, a return text message offering a new deal or announcement each week. For example, all Week 4 participants will receive the bounceback bonus of, “U r in! Congrats from The RIVER & Little Caesars. Show this txt @ Little Caesars. Buy 1 Large Pizza Get 1 Free. Exp 04/19, 1 entry/day”

The Results:

The River’s pilot SMS campaign was highly successful in engaging listeners with almost 6000 text message entries.

Multiple brand interactions were encouraged by sending contest participants a new “bounceback bonus” text message each week, including deals from Falcon Lane Bowling, Tim Horton’s, Joey’s Only, and Little Caesars.

The frequent on-air radio announcements provided a constant flow of entries throughout the day.