Four million mobile messages received in Power 96 contest


More than four million mobile messages were received by Power 96 FM Miami in a “High School Spirit” contest with the winning school hosting a concert by Plies, Colby O’Donis and Pleasure P. The promotion, designed and executed by mobile marketing leader HipCricket, also enabled the Beasley Broadcast Group station to nearly double its mobile database.

Each participating high school in Miami-Dade, Broward and Palm Beach counties 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.

HipCricket, which works with Power 96 and all its clients in creating real-time, one-to-one relationships, has a long and successful history with similar campaigns. More than a quarter-million texts were received by a Beasley station in Philadelphia for a concert with Paula DeAnda.

“Talk about listener involvement,” said Tom Calococci, PD of Power 96. “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.”