SAN FRANCISCO and ATLANTA, May 7 /PRNewswire/ -- Leading mobile
advertising network mSnap today announced the groundbreaking results of a
campaign launched April 14-23, in partnership with Citadel Broadcasting's #1
country music radio station in Atlanta. The text-to-win promotion received
over two million text messages, resulting in the largest mobile marketing
campaign for the Country music genre that Citadel Broadcasting has ever
executed.
WKHX-FM / KICKS 1015 FM kicked off the "Kellie Pickler High School Hook
Up," targeting all high schools in the Atlanta metro area -- for a chance to
win an exclusive, private concert with the Sony BMG/BNA recording artist and
American Idol Season Five finalist. The promotion was powered by mSnap, which
enables both radio and television broadcasters and advertisers to easily
create and manage SMS-based mobile campaigns.
"Texting has become such an integral part of a high schooler's lifestyle
and we wanted to introduce a safe, non-intrusive mobile component to our
promotions that the audience would really get and have fun with," said Christy
Ullman, Promotions Director for WKHX-FM. "Working with mSnap, we were able to
build a great text contest with Kellie Pickler, and the result was higher
ratings, and nearly 10,000 new subscribers in less than two weeks. The
permission to approach these listeners with contests and promos moving forward
is huge for us."
mSnap worked with KICKS 1015 to implement the SMS mobile-based promotion,
build a website with detailed contest information, and post updated lists of
the top ten participating high schools. With help from the station's DJs who
promoted the contest on their shows, and a sponsorship from Wendy's, the
promotion reached more than 150 high schools in the Atlanta area.
Etowah High School in Woodstock, GA was announced as the official winner
on April 28, recognized for submitting the most text messages. The school's
grand prize was a live performance by Kellie Pickler at their school on
Monday, May 5. Etowah's students contributed more than a quarter of the total
text messages received, with an impressive 544,779 total texts.
"At mSnap, we have built a mobile ad network that helps traditional
broadcasters add a new, powerful mobile element to their promotions and
contests -- resulting in unprecedented levels of engagement that turn
listeners into users who interact with the station for hours each day, even
when they're not listening to the radio," said Martin Kristeseter, Founder and
Executive Vice President, Business Development of mSnap. "Mobile is leading
the way as an alternative way to measure radio campaigns -- this is becoming
increasingly important as marketers and music labels alike look for alternate
ways to measure listeners, cume and engagement."
"The WKHX-FM / KICKS 1015 FM mSnap promotion was the perfect avenue to
reach Kellie's audience as fans seek new ways to engage with artists and learn
about future contests, album releases, ringtones and tour dates," said Heather
McBee, VP, Digital Business, Sony BMG Nashville.
About mSnap
mSnap is a leading mobile advertising network that has built a
sophisticated SMS-based technology platform allowing traditional broadcasters,
both radio and TV, to be more interactive, engaging, and measurable. mSnap
holds partnerships with 650 radio stations nationwide, through exclusive deals
with partners like Citadel/ABC, with the potential to reach over 200 million
mobile users a week. mSnap is headquartered in San Francisco, CA. Visit
http://www.msnap.com for more information.
