Today, ProTexting, provider of a suite of mobile marketing tools, launched the first of four videos starring comedian Walli Collins. “Goat,” in which Collins uses the company’s mass SMS-delivery tool to text a joke to a nightclub audience, posted to ProTexting’s Facebook page. New videos starring Collins will post on the next three Thursdays, followed by voting for the best video on Facebook.
“The campaign was sparked by some of our clients being comedy clubs,” said Kalin Kassabov, CEO of ProTexting. “It was designed to be a unique way of presenting the interactions that we provide. We also wanted to reach out to businesses so they can get the idea of how it can be used in real time.”
The videos will be posted on social media channels, as well as comedy-oriented Facebook pages like Comedy Central and StandUpNY, as well as those of television stations.
ProTexting lets businesses create, deliver, and monitor mobile engagement campaigns including not only mobile coupons but also mobile surveys and voting, mobile sweepstakes, mobile virtual business cards, and QR codes.
For example, ProTexting client Sodexo USA, a food service company, uses the tools to increase sales and customer loyalty at student dining facilities. It sends coupons and deal alerts at times when traffic is slow, sends updates on menus, and asks for student feedback. Kassabov said that when one Sodexo dining hall used the tools to send out an SMS promoting a hamburger special, burger sales were 10 times higher than the previous day.
While more comedy clubs will likely take notice of the campaign, Kassabov said that there is no special targeting for this campaign. “We didn’t want these videos to be in your face advertisements. We wanted people through the comedy angle to see the technology in action in a more indirect way,” he said.
GroupM predicts that global ad spend will top $547 billion next year, up from $524 billion this year. While television will still capture the biggest share of that 12-figure pie (41%), digital's share will grow from 31% to 33%.
Brand advertisers and their agencies only want to pay for mobile ads that are seen by a person.
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