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| Mobile marketing |
| KTechnologies |
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The Challenge
KTechnologies is a leading provider of mobile entertainment services and mobile marketing solutions. They launched an innovative SMS marketing campaign on behalf of Irish popstars Westlife, and their record label BMG, to promote the band's Greatest Hits album. The campaign combined text messaging and automated phone calls to provide a unique competition and marketing application.
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| KTechnologies wanted a reliable and efficient IVR partner to make the outbound call once an SMS request had been made, and play a short extract from one of Westlife's previously unreleased tracks. |
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The Solution
Encoded worked to a custom protocol that allowed communication between Encoded's IVR servers and KTechnologies SMS servers via the internet. The IVR application, written and hosted by Encoded, immediately initiates a call to a Westlife fan in response to him or her sending a text message to KTechnologies' inbound SMS system. Once the call is successfully connected, the music clip is streamed to the listener. |
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The Result
The campaign was a huge viral marketing success story. 110,000 fans were invited to use the application, and 21% of respondents used the built-in “send to a friend” mechanism to invite other people. Over 33% of friends invited then used the application. |
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