Enpocket, the leading mobile marketing solutions provider, is working with The History Channelâ to drive viewers to its programming such as the broadcast of BARBARIANS. The mobile marketing drive for The History Channel helps create loyalty and build brand recognition by keeping the core audience in touch with programming information.
For BARBARIANS, according to an Enpocket company study, 40% of those impacted by the campaign went on to watch The History Channel and 18% watched the BARBARIANS program. Enpocket Insight, which carries out independent research into mobile marketing’s consumer acceptance and branding power, also found that 88% of these recipients read the message, and there was a considerable viral effect with 12% forwarding the message or showing it to a friend.
Enpocket targeted a profiled list of opt-in 25-54 year old men with a text message that was delivered to their mobile phones the evening before the show. The message gave a creative teaser of the content of the BARBARIANS programming, which portrayed the life and crimes of nomadic tribes such as the Vikings, Goths, Huns and Mongols.
“This is a great communication channel that allows us to pinpoint the demographics, geography and sex of our target audience very effectively. Enpocket Solutions have enabled us to take the promotion of The History Channel’s new programs to the next level,” said Michael Mohamad, Senior Vice President, Marketing, The History Channel. “The Enpocket promotion was an integral part of the overall marketing strategy for our highly successful BARBARIANS special.”
Using the profiling and targeting capabilities of the Enpocket Engine, the world’s most widely used mobile marketing software, The History Channel can promote new programs directly to viewers’ mobile phone handsets.
Television networks are increasingly using text-messaging and mobile technologies as a means of boosting viewer loyalty, advertising shows and encouraging interaction between brands and viewers. The History Channel joins other Enpocket customers such as FOX Networks, Lifetime TV, BBC and Endemol who are leading the way in the use of mobile.
“We are now seeing the integrated use of TV & mobile in the US reach millions of consumers each week. Over the coming months viewer-centric television networks like The History Channel will begin to build mobile databases so that they can touch their audience when they are in front of the TV and whilst they are away from it. Our work with television networks has proven that timely delivery of mobile messages brings very impressive returns,” said Jonathan Linner, CEO, Enpocket.
