If the click-through rates Avesair’s recent campaign for Comedy Central are any indication, the wireless mobile marketing may get some repeat business.
“We know our viewers are early adopters of wireless and handheld technology,” said Richard Loomis, vice president of advertising and marketing for Comedy Central. “The result of Avesair’s ‘Spread the Word!’ mobile campaign demonstrates that wireless promotions have great potential for reaching our targets. Based on the ‘Chappelle’s Show’ success, Comedy Central will certainly look at this technology for future efforts.”
Avesair’s messaging campaign drew a 4.2 percent click-through rate, six times the average for typical click-through rates, according to Avesair. It recently ran a campaign for Champs Sports, which generate a 4 percent click-through rate. And for Valentine’s Day, Avesair ran a campaign for FTD florists.
The RTP-based firm distributed a number of messages promoting the launch of comedian Dave Chappelle’s show. The program was developed in conjunction with Media Contacts, the interactive arm of Media Planning Group, which is Comedy Central’s interactive agency.
Messages were targeted to mobile phone and two-way pager subscribers who had chosen to receive SMS (short message service) information about urban culture or to receive ads through WAP (wireless application technology) technology.
Among the messages were:
“Warning! Dave Chappelle has his own show on Comedy Central. Seriously, he got his own show. For real. No, we’re not kidding. It’s all about Dave doing a sketch comedy show that’s not afraid to take on just about everything. Chappelle’s Show starts Wednesday, January 22nd at 10:30pm/9:30c on Comedy Central. This is your warning.”
“Warning! Dave Chappelle is coming to a television near you. This isn’t another reality show, it’s a reality check. This is the real deal! Chappelle’s Show. It’s a new brand of comedy, hitting Comedy Central this Wednesday at 10:30pm/9:30c. It’s no Moesha. Spread the word and warn the others.”
“This is your final warning. Maybe you noticed the other warnings. We’ve been trying to warn you. Chappelle’s Show hits Comedy Central tonight at 10:30pm/9:30c.”
Avesair says it now has more than 60 customers.