Multimedia message
CTA on bus shelter poster:
Become an "MTV Insider" by texting MTVONTV to 32709
On my Cingular Sony Ericsson w600i...
(7/03/06, 10:44am) MO (to 32709): MTVONTV
(7/03/06, 10:45am) MT (fm 32709): Thank you for subscribing to MTV Insider - On TV. We'll send you up to 5 messages a week. Std rates apply, STOP to end, info: mtv.com/mobile
Identical text on T-Mobile (who require "Other Rates Apply" and do not accept "Standard Rates Apply.) STOP from T-Mobile: You have left MTV Insider - On TV. No further messages will be sent to you. Info: mtn.com/mobile
(7/14/06: 12:22pm Pacific, first alert received from 32709): MTV Insider: Run says "Good morning. Life moves forward and so do the ones you love, let them flourish." Run's House @ 9:30pm Thurs ET/PT. STOP to end, mtv.com
Mobile Best Practices: This is only single opt-in, where current carrier requirements seem to demand double opt-in for at least some carriers.
Advertising/Marketing Objectives: I responded to an ad for a specifc show and received no reminders about that show. I was told to expect up to 5 messages a week, but received no messages for much more than a week. Since bus shelter posters are purchased for specific time periods and replaced frequently, I doubt that timing of the campaign is an issue. So far, the mobile element of this poster has added nothing, and may have actually had a negative effect by creating disappointment in those who made the effort to text in.
Bottom line: I don't feel like an MTV Insider.
Aggregator: unknown (mBlox?)
Agency: unknown (Brand, using MTV internally developed tools?)
posted by Dale L. Larson @ 5:35 AM
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