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January 19, 2006
mcode™ - INSTANTLY CONNECTING
CONSUMERS TO BRANDS
MassMedia Studios is delighted to announce the launch of mcode™, a new and innovative way for consumers to instantly request more information the moment they see an advertisement, using their mobile phone. By simple sending a one word SMS, an email is sent to the consumers email address, allowing them to view more information at a convenient time on their PC. mcode drives offline consumers online.
mcode™ has already been embraced by Sydney Festival. The mcode™ service enables prospective Festival goers a chance to get further information about a show, and have it presented to them when they can do something about it - later, at their computers. mcode™ allows the Festival to communicate event details and imagery directly to their patrons via email, and then to drive the consumer directly to ticketing agent websites. Simplicity is the key. Anyone with a mobile phone can use it and it only takes a few seconds. SMS a keyword to a trusted, recognised number and receive information you want via email - it doesn't get any simpler than that.
There's only so much show information and booking information that can be squeezed into a poster, magazine, television or radio advertisement. Plus, the very nature of outdoor advertising and print marketing means that you're not often in the best place to act upon what you see. Sydney Festival through their use of mcode™ are changing the way customers engage with their marketing strategy.
HOW mcode™ WORKS
The way mcode works is very simple. An mcode™ logo is displayed as a call to action on any type of advertisement. This logo includes an mcode keyword specific to the event, product or service being advertised. All a customer has to do is SMS in the specific keyword to 199mcode™ (19962633) and an email on that event, product or service will be sent directly to their email account. In the case of Sydney Festival, It is likely that the customer will see the Festival advertisement when out and about in Sydney. There's also a good chance that they will forget the poster the moment they move on. The next time they check their email they will find a Sydney Festival branded message with information and booking details on the show they requested.
INDUSTRY CHALLENGE
MassMedia Studios has responded to the industry challenge; 'how can marketers effectively use print and outdoor advertising spaces so that they result in a sale?' For arts companies there is the additional challenge of conveying the specific nature and special qualities of their events, particularly when working within limited spaces or where consumers interact with the advertisements for a short period of time.
mcode™ provides the solution. It adds a new dimension to their print and outdoor advertising campaigns, providing consumers with the opportunity to receive more details via email about the events that spark their interest, assisting consumers with their purchasing decisions. mcode™ brings offline consumers online.
PRIVACY
Privacy of customer information is a major consideration for consumers. Users' email addresses and mobile phone numbers are securely stored and never shared with advertisers or any third parties. The user will only receive mcode emails at their request. This initiative is not about building a database; it is about providing specific information to customers in their preferred format, whenever and wherever they request it from. Consumers will never receive an unsolicited email or SMS as a result of using mcode.
"mcode™ bridges the gap between offline and online advertising. It provides a simple, cost effective way for advertisers to drive consumers online to get more information about their brand, or to complete a purchase", according to MassMedia Studios CEO, Steve Fanale, "mcode™ also makes a great reminder service, helping them to never miss another show, sale or promotion".
Jill Colvin, Manager of Marketing and Communications at Sydney Festival said, "Sydney Festival prides itself on remaining at the forefront of innovative digital methods of communication and it is a growing area for us. Our digital strategy is constantly evolving and mcode™ is a welcome addition to our stable of digital channels which now include internet, mobile, email and multimedia."
taken from: (http://www.aimia.com.au/i-cms?page=1769)