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Interactive text messaging programs

“Mobile phones will soon become the most important medium for advertisers to reach technology-savvy consumers and we are rapidly getting to the point where the single most important medium that people have is their wireless device. It’s with them every single moment of the day. It’s genuinely the convergence box that everyone has been talking about for so many years.”

-–Andrew Robertson, CEO of global advertising agency BBDO

Mobile phones are displacing fixed lines in the US among key demographic groups. Comprehensive marketing programs must include mobile messaging to maximize reach. In Guatemala, where cell phones outnumber fixed lines 7:1 and outnumber PCs 10:1, we designed a comprehensive integrated program to persuade and identify supportive voters.

Project: nationwide prime time network television advertising

Purpose: promote presidential candidate and party

Goal: build opt-in mobile list for voting reminders and long-term voter relationship

Target & approach: invited viewers to text “no iva” [no value-added tax] to 7447

Results: Exponential growth in response from first evening to second evening. Service interrupted by cellular carriers under pressure from the country’s power elite.

Described as one of the most brilliant men in the world (Fortune 2001), named Humanitarian Man of 2001 by Latin Trade Magazine (2001), and classified as one of the 100 most influential Hispanics in the U.S. (Hispanic Business Magazine 2001), he is known for his passion for the defense of the rights of immigrants. He has been showcased on Nightline, the Peter Jennings show, and is a regular on Univisión, CNN and Fox News.

www.JuanHernandez.org