First 2012 Political SMS Campaign Launched!
22nd July 2011 - Posted by Derek Johnson in category Text Message Marketing Advice
Big SMS news for the 2012 presidential election! The first political SMS campaign has been launched by Michele Bachmann. After the success of Tatango clients like Scott Brown (video case study) and Patty Murray, it’s no wonder that presidential candidates are already getting a jumpstart on their SMS campaigns. Our hats go off to you Michele Bachman for being the first!
My Analysis of her political SMS campaign
- Great exposure on the front page of her website.
- I tested all the MO (mobile originated) functions on her political SMS campaign and all of them including HELP, STOP, STOP ALL, QUIT and UNSUBSCRIBE all returned the correct MT (mobile terminated) message that is required by the mobile phone carriers.
- Very Important! If you are using a candidates name as your mobile keyword, be sure to claim all misspellings of their name on that short code. This political SMS campaign was able to claim both “MICHELE” and “MICHELLE” to make sure that all opt-ins, even misspelled opt-ins would be collected. Genius!
- No exposure for her SMS campaign on any of her other networks such as Facebook, Twitter, etc. See Scott Brown’s Twitter account as a good example of a political candidate promoting his SMS campaign on Twitter.
- The Mobile Marketing Association’s U.S. Best Practices requires that all advertising must include “Msg&Data Rates May Apply” (see section 1.2-4). Her political SMS campaign is missing this on the website.
- The Mobile Marketing Association’s U.S. Best Practices requires that all advertising for recurring campaigns must include instructions on canceling or opting-out of the SMS campaign (see section 1.2-4). This could be as simple as adding “Opt-out at anytime by texting STOP to 21824″ to her website. Her political SMS campaign is missing this on the website.
- I noticed that the MO “CANCEL” didn’t return the appropriate MT message that is required by the mobile phone carriers. This looks like a technical bug, but should definitely be fixed.
Overall I would give Michelle’s SMS campaign a B+, which could easily be upgraded to an A+ if the above concerns are addressed. To join her SMS campaign, text MICHELE to 21824.
If you have questions about how to run a successful political SMS campaign, don’t hesitate to contact me.
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