Chrysalis Radio has signed a marketing deal with Flytxt to run an
interactive text messaging campaign for its listeners, the first of its
kind by one of the major radio stations.
The campaign, called "The Text Maniacs Club", has been launched with a
series of trailer radio ads on Yorkshire-based Galaxy 105. It encourages
people to join the club by sending a text message with their
As soon as the broadcaster acquires a substantial database, it will
start to interact with users by sending real-time quizzes.
The campaign will begin in Yorkshire before being rolled out across the
Galaxy network over the coming months.
Ian James, Chrysalis Radio's online sales director, said: "We chose to
use text messaging as it's a medium which lends itself to communicating
with our core listeners of 15- to 35-year-olds.
Initial response rates suggest to us that this is a great marketing tool
that will help us to build and maintain relationships with our listeners
and also position us at the forefront of the industry."
Lars Becker, the chief executive and co-founder of Flytxt, said: "This
is a significant win for us in the broadcast industry and it is the
first time a radio station has run a text message with this level of
Text messaging is as instant and as universal as radio, but allows a
more targeted communication. SMS will have a significant impact on the
radio of the future."