Short Messaging Service (SMS) is just starting to pick up steam as a popular medium in North America and early signs indicate strong growth is ahead. SMS for TV is a proven success. Here are some of the more recognisable success stories from Europe, Australia, and more recently, North America:

American Idol (USA)
TYPE: Vote Your Pick

SMS TV (New Zealand)
TYPE: Audience Building

Coca-Cola (Australia, UK)
TYPE: Secret Number

Users were invited to text in their votes for contestants whom they wanted to win. These votes were counted as part of the determination of winners. This represented the first major television-based effort of its kind in the US. The producers have described their campaign as 'nothing short of spectacular'. On one show it was announced that over 15 million responses were received from the US audience in a single show. Take advantage of the power of television to create unique and exciting marketing opportunities that strengthen your position for the future.*

With the use of experimentation combined with some creative thinking from our partners, the New Zealand television industry has benefited from the use of SMS to: · Increase viewership · Increase viewer interaction · Increase viewer bonding · Create new revenue streams, or augment revenue potential from existing streams · Influence viewer behaviour MRM has studied how the New Zealand television industry has used and benefited from SMS, and has combined these lessons with others learned from Europe and Asia to develop a comprehensive strategy for success in North America.*

A secret number was printed on the back of labels or under the cap. Customers submitted their numbers for instant prizes, and were entered in a contest, the winner being the customer who sent in the most labels over a given period. There were millions of responses in each market. In the first Australian campaign 2.5 million entries were received, with 120,000 people opting in to receive future offers and contests.*

* Note: MRM has presented the preceeding examples as successful campaigns around the globe, and does not represent that these works were carried out by MRM.