HD Radio has teamed up with 3Cinteractive to develop an interactive mobile marketing campaign to increase brand awareness, activate potential clients, and drive sales of the HD Radio receivers. 3Ci created a 13-week campaign to help promote digitally broadcasted radio. Using a call to action in HD’s radio spots, listeners were prompted to text in for the chance to win an HD radio and to receive HD Radio SMS Broadcasts.
Through a series of creative mobile messages, polls and offers, HD was able to interact with potential buyers and deliver key features of HD Radio. The SMS campaign included a $50 rebate to the members of the HD database, which led to the sale of 6,000 HD Radio receivers. 3Ci Chairman and former radio executive David Ross stated, “We were really pleased to help increase HD awareness, reach, and ROI though the sale of new HD units.”
- Karly Dreker
One can only hope this “push” does a better job of increasing HD sales than previous campaigns. I thought the “Time to upgrade” was especially lame as people still haven’t been given good reasons to upgrade to a receiver that costs somewhere in the neighborhood of $100. If there’s a significant reason to upgrade, MHO is that no campaign has done a reasonable job of articulating it.