Brand: The N for Degrassi
Company: Kikucall and Mr. Youth
Viacom’s teen cable network, The N, wanted to raise awareness of the new season of teen soap opera, “Degrassi.” The network ran a Summer Mall Tour in twelve U.S. cities to excite viewers for the upcoming season, and to collect registration information from Degrassi fans.
The N’s promotions agency, Mr. Youth, contacted Kikucall to craft a campaign to extend the reach of the Summer Mall Tour into the fall when the new season of Degrassi was scheduled to premiere.
In order to achieve the client’s goal, Kikucall implemented the “Degrassi Hot Texting” program, sending exclusive Degrassi text alerts to Degrassi fans. <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />
o Kikucall and Mr. Youth collected registration information, including mobile phone number, from Degrassi fans attending the Mall Tour events.
o Teens also registered to receive text alerts via the Summer Mall Tour website.
o Kikucall sent weekly “Degrassi Hot Texting” messages to the Degrassi database in October and November 2005. The messages reminded teens to tune into the show, and revealed a secret URL to win Degrassi prizes.
Kikucall successfully delivered a total of 45,805 SMS messages to “Degrassi Hot Texting” registrants over five Fridays in October and November 2005. Although the “Hot Texting” messages were not designed to solicit a response from registrants, Kikucall received 697 inbound SMS messages from Degrassi fans thanking The N for the text messages and offering positive feedback.