In a relentless effort to attract a greater number of listeners to HD Radio – which is now at more than 75 percent, according to Critical Mass Media – and transform that awareness into HD receiver purchases, the HD Digital Radio Alliance is embarking on an aggressive mobile marketing campaign.
Although mobile marketing has much of its roots in radio (some of the first mobile marketing campaigns were born of radio station contests), the HD Digital Radio Alliance is taking such efforts one step further and expanding the information available to consumers, retailers, and auto dealers at HDRadio.com.
According to a company rep, 65% of the ads in the alliance’s new $57 million, three month radio campaign will “invite listeners to text the word ‘Upgrade’ to 34343 to see an HD station guide on their cell phones.” Also included via text messaging is an iTunes Tagging tutorial, $50 rebates on receivers, and the chance to win one of 200 HD Radio receivers. The new radio campaign will be heard on more than 700 stations in 100 markets.
“This campaign is the first to issue a call to action that will create a direct conversation with consumers,” said HD Alliance President/CEO Peter Ferrara. “By establishing a direct, instant relationship with consumers who show an interest in HD Radio, we begin to activate a whole new category of catalysts.”
It’s good to see mobile marketing return to its radio broadcasting roots and give an extensive effort to promote an exciting new medium through mobile market’s expanding channels.
