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Emmis Kicks Off National Program With Vibes

By Chuck Taylor for All Business April 18, 2006

Emmis Communications has launched a national mobile messaging program using a radio platform developed by Vibes Media, a provider of interactive text message and mobile content marketing programs.

Emmis is leveraging Vibes’ iRadio instant-response text messaging platform for a wide variety of radio promotions. The deal calls for the companies to pursue premium messaging strategies, with Emmis listeners being able to join mobile clubs that give them access to ringtone and wallpaper downloads.

Emmis kicked off the program March 20 at modern rock WKQX (Q101) Chicago with a tailored program that allowed listeners to text in to a short code to win tickets for a Pearl Jam concert. In the first 10 days, the station received more than 123,000 messages from 8,000 unique individuals—an average of 15 messages per person.

Vibes explained in a press release that its iRadio gives stations the ability to interact with thousands of listeners in a personal way via text messaging. Listeners participate in promotions and contests via the text message function on their cell phones from anywhere without getting busy signals. Everyone who sends a message receives a response, regardless of service provider. Using iRadio, PDs and on-air personalities can customize contests and promotions through Vibes’ OptimumAnalysis Tools, effectively tailoring promotions according to listener response in real time.

Rey Mena, VP of Emmis Interactive, commented, “We pride ourselves on being the most proactive radio company in the interactive space. Our listeners understand the power of text messaging and we realized early on this is a technology we wanted to tap into. As demonstrated by the huge success of the Chicago campaign, Vibes’ iRadio will enable us to connect with our listeners in a new and creative way, and leverage this new channel to drive more sponsorship dollars to our stations.”

Vibes has also developed radio programs for Clear Channel Citadel and CBS Radio.

Originally published by All Business