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7DAYS

Project Brief:
Provide an ongoing Interaction with readers using SMS messaging

Marketing Mediums used:
Print

Interactivity used:
SMS Shortcode

How it worked:
A dedicated 4 digit SMS Shortcode was setup at a premium rate of AED 2 per message, allowing readers of the daily English newspaper to enter competitions and voice their opinions.

The SMS interaction has been used throughout all areas of the newspaper including:
 
·  Competitions – SMS in their answers for a chance to win prizes
·  Sport – Predicting scores and send in their comments
·  Letters to the editor – SMS in comments to letters published in the newspaper
·  Fun and Games – Enter puzzles including ‘Guess the Celebrity’
·  News / Articles – SMS in their comments on general articles and news stories

The above has provided 7DAYS with a unique way of engaging with their readers, no matter where they were reading the newspaper. The ability to receive SMS messages from their readers, has allowed 7DAYS to position themselves as arguably the most interactive print publication in the UAE.
 
7DAYS were provided with Apollo Shortcode, a cloud based software that enabled them to monitor messages as they came in allowing them to react to stories and even use the content on their website.
 
A built in advertising system was also created allowing 7DAYS advertisers to strategically place advertising messages in the reply message a reader would receive confirming their interaction.
 
This specific dedicated SMS Shortcode has not only provided an engaging option for readers to talk to 7DAYS but it has also provided 7DAYS with an additional revenue stream from both messages received as well as the reply messages, which are charged at a premium, being literally one of the few advertising mechanisms with 100% delivery and read rates.