Taggg U R It: Mobile Marketing Events Hits 56% Consumer Participation

 

Taggg U R It: Mobile Marketing Events Hits 56% Consumer Participation

Captive Interactive wraps a series of exclusive, text messaging-driven events aimed at driving brand interaction among the youth demographic. The events were executed via the TAGGG Mobile Network, and today the last event of the series wrapped-up with Captive Interactive reporting average response at 56% from the thousands of consumers belonging to the Taggg community.

Taggg U R It: Mobile Marketing Events Hits 56% Consumer Participation

December 6, 2005 - Winnipeg, MB ? On June 23, 2005, mobile marketing company Captive Interactive, sponsor MTS Mobility and radio partner POWER 97 launched a series of exclusive, text messaging-driven events aimed at driving brand interaction among the youth demographic. The events were executed via the TAGGG Mobile Network, and today the last event of the series wrapped-up with Captive Interactive reporting average response at 56% from the thousands of consumers belonging to the Taggg community.
The event series focused on generating instant buzz via traditional radio and the Taggg Mobile Network. On air spots were broadcast on POWER days prior to each event. Listeners responded to on-air calls to action by texting the word FLASH to 82444. They were immediately sent a response with just a few details about the event -- full details weren't sent until hours before the event lending to a spontaneous, "flash-mob" style event strategy.

Hundreds of people attended each event, with the largest attendance exceeding 500 people. The events were staged in unique venues, ranging from a Taggg Slurpee Day celebration at 7-Eleven locations to an acoustic performance by multi-platinum rock band Seether at Chateau Bowling Lanes.
"The success of these events went beyond our expectations," said Stan Kurtas, Vice President of Marketing at MTS. "Captive Interactive took an everyday events plan and integrated the mobile component to create a real unique experience for the consumer. It was spontaneous, it was fun, and it prompted instant recognition of the MTS Mobility brand.?

Keith Bilous, President of Captive Interactive says, "The consumer commitment generated from these events was astounding. It's one thing to get a person to buy a product and text in a PIN to play a promotion. It's another to ask a consumer to spontaneously change their day's plans to attend an event. We prefer to call it a 56% commitment rate as opposed to participation rate because that is ultimately what we achieved with this marketing effort. Consumers took significant action and made a commitment to be a part of the experience," says Bilous.

The 2005 Taggg Flash event series included:

#1 - Warner Music artist Bif Naked CD release event at Pan Am Boxing Gym
#2 - Pizza & Pigskin Winnipeg Blue Bomber Patio Party at Boston Pizza
#3 - Warner Music Artist Grady performs at Lonestar Harley-Davidson
#4 - A Celebration of Summer - Taggg Slurpee Day at select 7-Eleven locations
#5 - Multi Platinum Rock band Seether performs at Chateau Lanes
#6 - Tragically Hip ALMOST Live DVD Release event at the Park Theatre

In 2005, Captive Interactive launched the Taggg Mobile Network, an interactive mobile media network that delivers instant information, exclusive offers and other content to a community of users via their mobile phone and text messaging. The Taggg mobile network uses a common mobile shortcode usable across all Canadian wireless carriers branded as 82444 (TAGGG on a phone keypad). Using this shortcode, consumers can send a text message with a specific keyword to 82444 and instantly be connected to information or exclusive offers via Taggg Mobile Network Feeds. To compliment the mobile network, Taggg.ca acts as the online portal and entry point for users to register for feeds, content and to interact with Taggg partners and other Taggg users. The key principle behind the Taggg network is its 100% user opt-in participation policy and anti-spam policy.
With the success of its first event series, Bilous says consumers will see more of this interactive medium. "We are firming up details for 2006 which include additional Taggg services and expansion into new markets."

About Captive Interactive ? (www.captiveinteractive.com)
Captive Interactive is a mobile marketing company delivering mobile media solutions to captive audiences. Specialized in creating one-of-a-kind mobile marketing experiences, Captive Interactive?s solutions include the TAGGG Mobile Network (www.taggg.ca) and a text-to-screen messaging platform called Impulse. The company is privately owned and delivers services throughout North America and the UK with partnering company Neo One (www.neoone.com).

About MTS - (www.mts.ca)
MTS is one of Canada?s leading communication providers, with more than 6,600 dedicated employees focused on delivering outstanding value. Seamlessly blending innovative solutions and world-class technology, we connect our customers to the world. We serve residential and business customers in the province of Manitoba with a full suite of wireline voice, data, wireless, and MTS TV services. Through Allstream, we provide national business customers with a world-class portfolio of connectivity, managed, and professional services. Our extensive national broadband fibre optic network spans more than 24,300 kilometers, and provides international connections through strategic partnerships and interconnection agreements with other international service providers. Our Common Shares are listed on The Toronto Stock Exchange (trading symbol: MBT). Visit Allstream's Web site at www.allstream.com.

Contact:
Keith Bilous, President
Captive Interactive
(204) 480-0487 or (204) 955-6666


Press Contact: Julia Bilous
Company Name: CAPTIVE INTERACTIVE LTD.
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Phone: 204.480.0487
Website: http://www.captiveinteractive.com