Sweet Valley High

Take a load of school kids. Promise them a truly spectacular free concert. But only to the high school that sends in the most votes. This is exactly what a radio station in Miami, Florida did. And in just over four weeks, they got over 4 million votes, doubled their mobile marketing database (listeners could opt in to receive future promotions from the station) and made a lot of teenagers very happy indeed. (Hopefully the losing high schools - each were assigned a keyword - would have got a mobile-based ‘gift’ of some sort, acknowledging their participation.) You can read the press release here.

Neat, as those Americans would say.

Also posted on www.welovemobile.co.uk