Mobile Marketing Leader HipCricket Guides Station to Near 100 Percent Growth in its Mobile Database

More than four million mobile messages were received by Miami, Fla., radio station Power 96 FM (WPOW) in a “High School Spirit” contest with the winning school hosting a concert by Plies, Colby O’Donis, and Pleasure P. The promotion, designed and executed by mobile marketing leader HipCricket, also enabled the Beasley Broadcast Group station to nearly double its mobile database.
Each participating high school in Miami-Dade, Broward, and Palm Beach counties was assigned a keyword for the 25-day contest that ended in late April. Students and others could text as many times as they wanted to the station’s shortcode. In just over four weeks, Power 96 received 4,161,644 votes via text message. The station also nearly doubled its mobile marketing database, with listeners opting in to receive future promotions from the station. Coral Reef Senior High won the performance by Plies, Colby O’Donis, and Pleasure P.
HipCricket, which works with Power 96 and all its clients in creating real-time, one-to-one relationships, has a long and successful history with similar campaigns. More than a quarter-million texts were received by a Beasley station in Philadelphia for a concert with Paula DeAnda.
“Talk about listener involvement,” said Tom Calococci, program director of Power 96. “This campaign really shows the power of mobile marketing and our partnership with HipCricket. This is a perfect case of us engaging our audience and creating an opted-in relationship for interaction with our listeners moving forward.”
“We’re thrilled for Power 96,” said HipCricket CEO Ivan Braiker, a 30-year radio veteran. “This campaign and many others we’ve run just like it are proof that broadcast can be interactive. Power 96 is now in perfect position to bring further value to its opted-in listeners through offers and other promotions.”

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