Nextel (m-Qube, Inc.) | MMA Global

Nextel (m-Qube, Inc.)

November 15, 2005

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Objective:
To build awareness of Nextel’s value added services and drive subscriber usage.

Solution:
Looking to drive text messaging volume, Nextel launched Reply & Win, a text messaging program for subscribers. Participants registered by sending a text message to a short code from their phone or on the Web and were provided with five categories of trivia. They received 15 questions per week for an eight week period. By answering questions, participants had the chance to win a $500 weekly prize drawing. Opt-in promotion included online banner advertising, retail point-of-purchase displays and email marketing.

Results:
Text messaging is an important revenue stream for Nextel, driving Average Revenue Per User (ARPU). Reply & Win was a huge success for Nextel, in terms of consumer education and text message volume.