Via MobiAD News
When Penguin launched Hornby’s latest novel SLAM – his first to be directed at a teenagers – they decided to reach this audience by using a very innovative mobile campaign that involved downloadable audio, celebrity voices, and the Blyk mobile network.
Penguin decided to run the campaign on the Blyk network, the UK based MVNO which targets 16 to 24 year olds, and is completely ad-funded.
In this case, the conversation consisted of a number of MMS messages. The messages were sent to Blyk subscribers from 11am to 3pm throughout the week, with the intent to engage the audience at lunch or on the way home from school or work.
The first MMS was an image of the cover of the book. It also offered a “Free Audio Preview”.
The second part of this MMS explained a bit more. It offered the subscriber an audio recording of the beginning of the first chapter of the novel. In addition, the reading was done by Nicholas Hoult, the star of the TV show Skins and a very well known celebrity for the teenage group. The results from this campaign were very impressive.
- 7 out of 10 subscribers who received the message engaged in the dialogue by sending a text response.
- Of those that responded, 51% of them responded Yes and downloaded the audio clip to their phone.
- In addition, subscribers who had described themselves as ‘booklovers’ were 35% more likely to respond.
This means that over 30% of the targeted audience actually ended up with an audio preview of the book in their phone – this is a very high percentage, and clearly a great promotion for the book.
