SAN FRANCISCO, CA. and ATLANTA, GA. (Top40 Charts/ mSnap) - Leading mobile advertising network mSnap today announced the groundbreaking results of a campaign launched April 14-23, in partnership with Citadel Broadcasting's No 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.
