Text Messages Can Be a Powerful Sales Tool!

AdAge.com is out with a great story about Chicago’s Shedd Aquarium proving that SMS may be the way to go to get customer response to TV ads! At the end of 30-second spots that aired on Chicago’s NBC, ABC, CBS and Fox affiliates, the aquarium announced a contest with prizes that included a hotel stay and VIP seats for the Fantasea premiere. The commercials were identical across the networks except for the calls to action: All the ads directed viewers to a website to register for the contest, except one spot, which gave viewers an additional mobile option to enter the contest by sending a text message to a special code. The SMS call to action generated 325% more entries than the web-based call-to-action, making up 52% of the total entries, though it ran in only 25% of the ads.

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