Purina Sponsors Daily Pet Lover Texts
November 2, 2007 – 1:49 pmVia Marketing Vox, Purina will be sponsoring daily text messages to pet lovers.
Nestle’s Purina Petcare will begin sponsoring free daily text-message alerts for pet lovers, courtesy of ad-supported mobile entertainment company Limbo Lowdown.
The sponsorship empowers Purina to stamp its brand on over 6 million highly targeted text messages a month, according to AdWeek. Purina’s integrated ad messages may also feature click-throughs to content, like coupons and other special offers.
Limbo Lowdown content includes celebrity gossip, sports scores, movie and music news, and horoscopes.
The decision for Purina to move forward reflects a general movement in sponsored mobile content, which I think is a good move.
Mobile Insider recently posted some good information on interaction rates of sponsored text messages.
…And now 4Info CEO Zaw Thet tells me that little 40-character SMS ads running in text alerts are pulling down 5% response rates, even in general branding messages. “High end response rates are 22% to 23%,” he says.
As long as recipients are opting in to receive the messages and footing the bill for delivery (although the recipient are still charged), I think this is a trend that we will continue to see increase over time.
Technorati Tags: mobile, sms, text messaging, Purina, pets
