Anatomy of a Text-to-Win Program
How it Works: Marketers will place in TV/print/outdoor advertising a contest/promotion. Mobile users send a pre-determined code to a specific number and are thereby entered into whatever contest/promotion is being advertised.
Business Model: When mobile users “text to win,” their information is typically banked for future marketing efforts. For instance, if someone enters a contest for a Caribbean vacation, that info is saved and they may well be marketed to for a related deal in the future. Oftentimes, consumers are not aware that their information is being saved and/or sold to third parties.
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