Launching this month, a range of postcards will be sent to consumers with unique SMS codes on them. Individuals should text in the code to enter a grand prize draw. The winner gets a shopping spree in New York. (...)SMS is really a great response channel for direct marketing campaigns. Especially because it is easy to use and helps people to answer very spontaneously.
Usha Raghavachari, Ford Ka brand manager, said: "We wanted to introduce SMS as a direct response mechanism for this campaign as we feel it gives our target audience a new and easy way to interact with us. The immediacy and high response rates we are expecting from this campaign made it an easy decision to use the mobile channel." (...)
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