Vibes Media's interactive text messaging marketing platform has been chosen by the Backstreet Boys to provide SMS messaging capabilities for the band's new concert tour.
During each concert, fans can use their cell phones to send text messages to the band that will appear on overhead screens at the venue. Vibes' Text-2-Screen application filters the messages to prevent offensive messages from displaying. Users can also send and receive live pictures of the band from their phones via the service.
"We look at text messaging as a way to help the Backstreet Boys connect with their fans," said Alex Campbell, CEO of Vibes Media. "Text messaging has always been recognized as a valuable tool for carriers and consumers, and we are thrilled to be able to take it to the next level with premium messaging."
Users are charged $2.99 per text message or picture sent. Fans go through a double opt-in procedure to verify they understand that they will be charged to send a message and to confirm they still wish to participate.
Vibes also offers a free, sponsored version of the technology, which doesn't charge users a fee to send a message, but includes prominent placement of the sponsor's logo and messaging on the screen where messages are displayed. Verizon Wireless is currently sponsoring such an application to display messages on the scoreboard during Los Angeles Angels baseball games at Anaheim. Motorola used the technology last year to display user messages on its Times Square billboard.
The band has been using Vibes' Text-2-Screen application since its tour began on July 22. At the July 30 Wantagh, N.Y., show, fans sent 1,637 text messages. The promotion has generated more than $25,000 in sales in its first three weeks, according to Campbell.
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Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.
Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.
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