MAM

AT&T Wireless scores with Fox's 'American Idol'

MUMBAI: Interactivity and Reality TV make one happy couple! AT&T Wireless' sponsorship of Rupert Murdoch's Fox's reality show American Idol has yielded rich dividends.

Over 2.5 million related text messages were sent overall by AT&T Wireless customers -- including polls, sweepstake entries, trivia, and votes. AT&T Wireless' foray into what it terms "TextTV" has advanced the awareness, use and adoption of mobile messaging services. American Idol is a spin-off of the successful British show, Pop Idol. Thousands of contestants across the US compete for a major recording contract.

President of AT&T Wireless Mobile Multimedia Services Andre Dahan said: "American Idol has brought text messaging to mainstream America. Roughly a third of all customers who participated in American Idol through text messaging had never even sent a text message before. Our venture with Fox has done more to educate the public and get people texting than any marketing activity in this country to date. By moving beyond product placement and generating active participation in the show's outcome, we have re-written the script for how reality television show sponsorships can be executed."

AT&T Wireless says its sponsorship is the biggest success story in US text messaging history. While text voting has been tied to other television shows in Europe and recently the US, it has never generated the volume of messaging seen since American Idol's premiere on 28 January. In fact AT&T Wireless reports that, at one point during the show, it processed nearly one thousand text votes per second.

Dahan further elaborated on the importance of the initiative saying: "The real significance of exceeding one million text votes lies in what this viewer response represents. Hundreds of thousands of customers are now texting with American Idol; more than likely, these customers will remain active text messaging users in the future. Even setting aside the unprecedented on-air exposure we've received, the value this represents over the lifetime of the customer is tremendous and more than pays for our investment in this sponsorship.

Senior VP content fox News Corporation Lucy Hood said, "With American Idol we've set a new precedent for ways our partners can use wireless services to further engage an audience. This also gives Fox a platform to extend the viewing experience from the TV screen onto the phone screens of millions of wireless customers."

AT&T Wireless is extending its relationship with the show. Since Idol fans can never seem to get enough, AT&T Wireless has introduced a new multimedia message service (MMS) alert specifically for them. Customers, with compatible phones, can sign up to receive an MMS alert every week, complete with the photo of the Idol most recently voted off the show and details about the following week's episode. In addition, customers with compatible phones can receive some American Idoltrivia by typing the word "IDOL" and sending it to 4502.

AT&T Wireless is the second-largest wireless carrier, based on revenues, in the US, with 20.859 million subscribers, and full-year 2002 revenues exceeding $15.6 billion.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/intel_0.jpg?itok=FG-hC3Co
Intel CEO Brian Krzanich resigns over relationship with employee

Intel Corporation CEO and member of board of directors Brian Krzanich today announced his resignation for a breach of company policy involving a relationship with an employee.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/philli%5Bpe.jpg?itok=i_OqetJp
Louis Philippe launches new ad campaign #RiseAboveTheRest

One of India’s leading menswear brand Louis Philippe, from Aditya Birla Fashion and Retail, has come up with a unique ad campaign 'Rise Above The Rest', showcasing that true leadership is about taking decisions that leave a lasting impact.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/Taco_Bell.jpg?itok=Z6U0LWrp
Taco Bell wants to make potato great again with new campaign

MUMBAI: Taco Bell is set to make its way into the hearts of potato lovers across India. The brand has just launched a unique potato centric take on the traditional taco. The all new Crispy Potaco will give this much-loved vegetable a new identity where it will no longer play the sidekick in most...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/Hewlett-Packard.jpg?itok=WAfcwLQA
HP urges people to use original ink in new campaign

MUMBAI: Information technology company HP (Hewlett-Packard) has launched a digital film Chikloo, as a part of the on-going initiative to promote its original ink and cartridges.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/Oyo_Rooms.jpg?itok=VkrFCVy8
Oyo expands footprint in China

MUMBAI: Indian budget hotel company Oyo Rooms has forayed into China to cater to the country’s burgeoning hospitality industry. Oyo Rooms. The Softbank-backed Oyo in China will have 11,000 exclusive-franchise or merchandised rooms across 26 cities. The service will be available in Xiamen, Kunming,...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/johnson.jpg?itok=DKeojJYF
Johnson's celebrates 125 years with new campaigns

American multinational medical devices, pharmaceutical and consumer packaged goods manufacturing company, Johnson’s recently completed 125 years in the baby care products category in India.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/itc.jpg?itok=cX8Y1slV
Team ITC makes India proud ,Wins a Silver Lion at the Young Lions Marketers Competition at Cannes

Two young women managers from ITC made India proud by winning the Silver Lion at the very competitive & prestigious Young Lions Competition at Cannes. The team comprised Raisa Chakravarty and Anupama Sharma from ITC's Personal Care Products Business. They had earlier won the India Challenge....

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/walmart.jpg?itok=iUQSOmvw
Walmart sells $16 billion worth of bonds for Flipkart acquisition

American multinational retail corporation, Walmart, has decided to sell $16 billion worth of bonds to help finance its investment in Indian e-commerce giant Flipkart.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/Greenscape.jpg?itok=PAtWgjGE
Greenscape gets insects to tweet & spread awareness about e-waste

MUMBAI: Most people dump their e-waste just like their regular waste. This results in e-waste ending up in dump yards and landfills. To discourage people from doing this, Greenscape, India’s leading IT waste disposition company, joined hands with Dentsu Webchutney to launch #TinyBugsTweet campaign...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories