HBO used SMS to drive awareness and pay-per-view purchases of a recent Mayweather-Marquez boxing match and to generate opt-ins for its own mobile VIP club.

Consumers were asked to text the keyword PELEA (?FIGHT?) to a short code for a chance to win a signed boxing glove and received an SMS message back inviting them to join the VIP club. The campaign generated a 12.9 percent click-through rate, and of those, nearly 70 percent opted into the SMS club, giving HBO a valuable database for remarketing purposes.

?The leading brands and agencies we serve want to buy more products and services from a partner they trust,? said Eric Harber, chief operating officer at Hipcricket, Kirkland, WA. ?We continue to broaden our portfolio and service portfolio.

?A receptive consumer is attractive to brands and agencies,? he said. ?Comprised of mobile subscribers who have opted in, the Hipcricket Advertising Network provides an opportunity through a single buy to reach consumers who have asked for offers and information from brands they trust.

?This permission-based model, first started by Hipcricket in 2008 to reach Hispanics, yields high response and low opt-out rates, and expanding to the mass market is a natural evolution of our network concept.?

Hipcricket, a mobile marketing and advertising company, has expanded its mobile advertising network for brands, agencies and media companies to reach a nationwide database of opted-in consumers via SMS and mobile display ads in applications and on the mobile Web.

The Hipcricket Network was originally designed to help brands build relationships and drive sales to opted-in Hispanics through a single media buy.

Hipcricket is now widening its purview to include mass-market consumers of various demographics, helping brands reach customers and prospects through targeted mobile advertising campaigns.

Since 2004, Hipcricket claims that its mobile marketing platform and ad network combined have powered more than 50,000 campaigns for brands, agencies and media companies.

HBO has employed Hipcricket?s ad network for several campaigns.

In addition, Harley-Davidson, Rite Aid, Arby?s and Cheetos, among others, have all run mobile advertising campaigns across Hipcricket?s Network.

?Most importantly, Hipcricket?s solution is targeted to mobile subscribers who are open to mobile advertising,? Mr. Harber said.

?In fact, we  conducted a survey late last year which showed that consumers are actually waiting for their favorite brands to catch up with them on mobile?83 percent of them said their favorite brand has yet to market to them via mobile, and 37 percent would be interested in being part of a mobile customer loyalty program,? he said.

?By providing a variety of marketing and advertising options like SMS, in-app ads and display ads for mobile Web/WAP sites, we provide brands with a number of options to choose from to best reach their customers.?