January 19, 2005
Smart claims a first for text message response system to TV advertising
DaimlerChrysler's Smart claims to be the first car manufacturer in the UK, and possibly the world, to use SMS responses in its TV advertising, allowing viewers to arrange test drives, request brochures or locate dealers by sending text messages from their mobile phones, reports Just-auto-com.
"Smart UK is using SMS response for its latest TV advertising campaign for the ForFour. Consumers text ‘Join in' to an on-screen five-digit number to request a test drive. They then text their name, house number and postcode to receive details of their nearest dealer, and can request a brochure and a phone call to arrange the test drive.
TXT 4 said new research indicates that SMS is consumers' preferred method of responding to TV advertising, as it takes seconds and does not interrupting viewing."
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