The UK marketing campaign for the Mazda RX-8 is to include an interactive SMS text messaging (short message service, typically messages are sent by cell phone) element. The marketing campaign will allow those who want to test-drive the car to make their request by sending an SMS text message to request a test-drive.
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The underlying technology, provided by mobile technology firm txt4, lets consumers respond to advertising for the Mazda RX-8 by texting a 5-digit short code. They are requested to send their name, house number and postcode, from which the full address is automatically identified. A brochure is then sent out, and a Mazda representative can call to arrange a suitable date and time for the test-drive. There’s no waiting on hold, no phone menu system to negotiate, and no call charges.
The SMS call-to-action will initially run in national press, poster and cinema advertising for the car and the campaign runs for eight weeks from the 29th of October.
“More and more brands are realizing that an SMS response mechanism can offer increased consumer response, reduced call centre costs and happier customers,” said Txt4 Sales and Marketing Director Anthony North.
