The Future of Mobile

Power to the People

David Murphy

US mobile marketing company HipCricket has revealed that more than four million mobile messages were received by Miami, radio station Power 96 FM (WPOW) in a ‘High School Spirit’ contest it designed and executed. The promotion also enabled the Beasley Broadcast Group station to nearly double its mobile database.
The competition was open to high schools in Miami-Dade, Broward, and Palm Beach counties, with the winning school hosting a concert by Plies, Colby O’Donis, and Pleasure P. Each participating school was assigned a keyword for the 25-day contest that ended in late April. Students and others could text as many times as they wanted to the station’s shortcode. In just over four weeks, Power 96 received 4,161,644 votes via text message. The station also nearly doubled its mobile marketing database, with listeners opting in to receive future promotions from the station. Coral Reef Senior High won the performance by Plies, Colby O’Donis, and Pleasure P.
“Talk about listener involvement,” says Power 96 Program Director, Tom Calococci. “This campaign really shows the power of mobile marketing and our partnership with HipCricket. This is a perfect case of us engaging our audience and creating an opted-in relationship for interaction with our listeners moving forward.”