Short codes and text messaging: easy-to-use, relevant and entertaining

Editor’s Note: Welcome to Reality Check, a feature for RCR Wireless News’ new weekly e-mail service, Mobile Content and Culture. We’ve gathered a group of visionaries and veterans in the mobile content industry to give their insights into the marketplace. In the coming weeks look for columns from Tom Huseby of SeaPoint Ventures, Mark Desautels of CTIA, Mark Donovan of M:Metrics, and more.
At almost every event I attend, whether for mobile specifically, digital, advertising, etc., dialogue almost always shifts to a discussion around Common Short Code (CSC) mobile campaigns. Those five- or six-digit text messaging (or SMS) numbers marketers provide to consumers so they can interactively engage in a mobile marketing campaign. And, although many companies are talking about the image-rich opportunities, like video, MMS and so on, text-based campaigns still serve the lion’s share of the initiatives today.
According to CTIA, over 28.8 billion text messages are sent per month, totaling almost 241 billion per year (June 2007, www.ctia.org). CSCs provide an easy way for the consumer to interact, through text messaging, with their favorite brands. CTIA statistics also tell us that there are approximately 2,600 CSCs in use in the United States. Why text messaging? Text messaging is available on approximately 99% of handsets today so it provides the opportunity for brands to target a very large base of consumers.
One of the most popular examples today in America is “Deal or No Deal.” Viewers may participate in the program by texting the Lucky Case to 59595 for a chance to win $10,000. Rather than have consumers enter a long telephone number (xxx-xxx-xxxx), marketers offer the CSC to simplify participation and drive consumer interactions. It is that simple!
In the United States, the CSC process is managed by the Common Short Code Administration (CSCA) and is supported by all of the wireless carriers, mobile application service providers (MASPs), and aggregators. Any company may acquire a short code, but it must work within the guidelines and application process outlined by the CSCA in order to obtain their codes. Brands should also be aware there are monthly leasing rates that apply to each and every short code, very similar to the URL process, although rates are higher than what you might have paid for your Web site. Once your application is submitted to the CSCA, the CSCA will work with each of the carriers to ensure the short code is configured across your selected operator’s networks (for example, some programs may select all carriers, while others may select only one carrier on which to deploy).
Currently, there are two types of short codes available: random and vanity. Random CSCs are numbers the CSCA randomly assigns; vanity CSCs are selected based on the brand’s requirements (and obviously availability of the number from the CSCA). For example, 01234 would be a random number, whereas NIKE1 could be a vanity code for Nike.
Short code campaigns may be launched as standard SMS programs, in which consumers are not charged for the text message outside of their standard text messaging rate/program; or as Premium SMS (PSMS) programs, for which consumers are charged an additional fee on top of the standard rate (for example, $1.99 for a content download). The guidelines for the message flows for both of these programs.
Due to their ease of use for consumers, CSCs also help increase consumer response to advertising and marketing promotions. For some consumers, text messaging is new thus, CSCs help to simplify the data entry process and the ability to participate in campaigns. To further aid in the launch of campaigns, the MMA has released a short code guide to help brands or agencies when pursuing a CSC-based mobile marketing campaign.
And, the brands are using CSCs! A recent campaign that highlights an effective use of short codes is the adidas campaign that ran in early 2007 as part of the NBA All Star Week in Las Vegas. Adidas owned the media rights around the NBA All Star Week 2007 and in addition to maximizing mileage from its media rights, adidas wanted to build a consumer-centric program, the objective of which was to provide visitors and fans with information and content around all of the events, activities and other exclusive promotions up to and including the All-Star Weekend 16-18 February. From a branding perspective, the sportswear manufacturer’s aim was to create a ‘gratitude effect’ by associating the adidas brand with useful tools for consumers. Consumers opted-in to the program by texting VEGAS to adidas (234327-a vanity short code). The consumer would then receive an opt-in message, in accordance with MMA Consumer Best Practices guidelines (http://www.mmaglobal.com/bestpractices.pdf), after which they were sent a link to the mobile web site (WAP site). Once opted in to the adidas service, consumers were notified that they could also receive dynamically generated event information ‘on demand’ by texting the key word ‘ORIGINALS’ at any time of the day.
One of the most amazing results of the campaign was the response to a text alert that was sent out to all registered (opted-in) participants, promoting a limited-release edition of an adidas All-Star shoe (only 200 shoes were available in total). The alert resulted in a flash mob outside the Las Vegas adidas performance store within 30 minutes of the message being sent, says Simon Atkins, marketing communications director for adidas USA. Overall, sales at the adidas performance store increased by a factor of 20 during the event. The campaign also showed adidas and their agency, Isobar, that opt-out rates were lowest when the messages provided to the consumers were exclusive, providing those who opted-in with an ‘edge’ over those who did not.
Mobile allows brands to connect with their consumers like never before. Mobile provides the opportunity to develop a one-to-one dialogue and relationship with consumers anytime, anywhere. CSCs are one mobile media tactic to do exactly this by enabling the opportunity to offer easy-to-use, relevant, entertaining information that ultimately helps to drive consumer interaction. Try it!
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