Author： Tryan Todd
Publisher： Emerald Group Publishing Ltd
ISSN： 1747-3616
Source： Young Consumers: Insight and Ideas for Responsible Marketers, Vol.4, Iss.4, 2003-09, pp. : 31-38
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Abstract
Explains the importance of texting in order to market to youth using the highly popular SMS channel. Outlines the guidelines that Flytxt has produced for clients designing a campaign, in order that youngsters are protected from inappropriate content or direct marketing and do not incur excessive costs through premium rate SMS. Shows how SMS can help companies rejuvenate their brands and find new markets. Illustrates this by the Princess Diary Club book series from Macmillan Children?s Books, the Smash Hits text club campaign, Barclays Bank?s youth accounts and its exclusive SMS game, Warner Village Cinemas? Harry Potter SMS campaign, Kiss 100?s ?HeySexy? campaign, the ?Sneak? teen gossip magazine, and Comic Relief?s Sports Relief campaign - the first time a UK charity has used SMS for its fundraising.
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