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Clear Channel, CBS Radio promote HD Radio via mobile

Clear Channel Radio, CBS Radio, Citadel Broadcasting's ABC Radio and seven other companies have launched a mobile campaign to drive the sales of HD Digital Radio products.

The ten radio networks, which comprise the HD Digital Radio Alliance, tapped 3CInteractive to increase the adoption of HD radio. The campaign debuted June 30 and asks radio listeners to text UPGRADE to 34343 for information HD Radio.

"The HD Digital Radio Alliance was looking for an innovative way to create interactivity with the campaign, a creative way to activate consumers to increase the adoption of HD Radio," said Jeff Michaud, vice president of marketing for 3Cinteractive, the Boca Raton, FL-based mobile marketing company that is running the SMS aspect of this campaign.

"Mobile marketing is the area that everyone wants to move to, so we came up with a mobile component to their marketing campaign to engage potential consumers," he said.

After the initial text, participants are asked to text in their ZIP codes to find HD stations in their area. In return, consumers receive a link to a station guide in their area and the chance to opt-in for HD Radio products.

Once consumers opt in, they are eligible to win an iLuv HD Radio. Consumers can opt out at any time by texting STOP to the short code 34343.

The new $57 million, 13-week marketing campaign will air in 100 markets on more than 700 stations.

For the past three years the alliance has advertised on radio and at trade shows to raise awareness about the technology platform among consumers and to educate them about HD Digital Radio.

In fact, the partnership has aired millions of dollars in radio advertising: $200 million in 2006, $250 million in 2007 and $230 million in 2008. Partners such as Clear Channel, ABC Radio and CBS Radio donated on-air time and provided free advertising for retailers such as Wal-Mart and Target and car dealers that sell HD Digital products.

Other members of the alliance include the Beasley Broadcast Group, Bonneville International, Buckley Radio, Emmis Communications, Entercom, Greater Media and WBEB Philadelphia.

Awareness of HD Radio broadcasts among radio listeners topped 75 percent in 2007, according to data from Critical Mass Media, with awareness among current or likely auto buyers now about 31 percent, according to J.D. Power & Associates.

"The campaign is moving from the education phase now that brand awareness is up," Mr. Michaud said. "We're issuing the SMS call-to-action to convert that awareness into consumer sales, getting people to buy an HD Digital device. We're taking this conversation directly to the consumer through this mobile marketing initiative, helping car dealers and electronics retailers make HD Radio sales.

"We're creating the initial interaction, getting consumers involved in the process via SMS," he said. "We're getting them to opt in to receive ongoing alerts throughout the campaign."

The alliance also plans to build a database of consumers who respond to the call-to-action. There are plans to use this database to launch other mobile marketing campaigns, although the alliance would not discuss any details at this time.

3CInteractive is managing all the mobile aspects of the campaign.

The firm ran SMS campaigns for ESPN, Lincoln Financial Group's radio division, The Sporting News, The Jason Taylor Foundation and JM Family Enterprises, a Florida-based division of Southeast Toyota. The company provides its clients with a Web-based platform and messaging engine, as well as ongoing support and training.

The Sporting News worked with 3Cinteractive to sign people up for its fantasy football league. These consumers could then opt in to receive real-time SMS alerts.

"There's a large amount of frequency and reach in radio advertising, but it's difficult to measure the effectiveness of these campaigns and SMS provides that," Mr. Michaud said. "The discovery mechanism is in the users' pocket, they can immediately engage themselves with brand.

"HD Radio is leveraging the mobile device to create an interactive, two-way conversation with those consumers," he said. "The more times you have that conversation, the more likely you'll create brand loyalty."