Broadcast network CBS is spreading the word about its sports application by using mobile calls to action on television.

CBS is running on-air mobile calls-to-action that appear during sports games this season. The broadcaster is working with Zoove?s StarStar program on this initiative.

?CBS was looking for a strong way for consumers to download the company?s app,? said Joe Gillespie, CEO of Zoove, Palo Alto,CA.

?Beyond working on all phones and carriers, StarStar technology recognizes what kind of handset the call was coming from to direct to the appropriate app market,? he said.

Inside scoop
The mobile calls-to-action are appearing during CBS? broadcasts of NFL games.

During a break in the game, CBS is flashing a mobile call-to-action that encourages users to call **CBS to download the app. The on-air spots also direct users to the CBS Sports mobile site.

In order to download the app, users must call the number from their mobile device. Similar to other Zoove examples, the user is then sent a SMS message with a link to the App Store.

When a consumer places a call, the service is automatically able to detect which type of mobile device they are calling from and can tailor the SMS message to direct users to the relevant app store.

The SMS message then automatically directs users to the app store where they can download the CBS Sports app.

Here is the on-air call-to-action that CBS is running

CBS is promoting the sports app on TV to highlight mobile-specific features from on-air coverage, including scores, video and news.

?All phones have a dial-back and it is the most used feature on a mobile device,? Mr. Gillespie said.

?Unlike SMS, there is no change in user behavior ? everyone knows how to make a phone call,? he said.

Call to download
According to Mr. Gillespie, the StarStar program has a 90 percent open rate ? meaning that 90 percent of consumers who call the number promoted will open the text message they are sent.

Getting an app recognized and downloaded is one of the first tricky parts of a brand?s app strategy. By placing a mobile call to action on TV, consumers are likely to remember a simple phone number.

Additionally, TV and mobile are increasingly being linked to consumer habits. For example, a recent study from Nielsen found that 30 percent of consumers look up product information on their mobile device after seeing it on-screen (see story).

The CBS mobile calls-to-action are also effective because they give consumers the option to either call a number to download an app or direct users to the company?s mobile Web site.

In addition to sports coverage, CBS also used StarStar technology in print last year to promote the network?s new fall TV series.

?Consumers are likely to have their phone right next to remote while watching TV,? Mr. Gillespie said.

?Brands are beginning to realize that there is nothing more simple than a dial tone, and mobile is all about market scale and audience scale for brands,? he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York