Clear Channel

Clear Channel Radio Launches Listener “Text Club”

Objectives

Clear Channel radio station, KISS FM in Boston, is learning that the best way to interact with listeners is on their mobile phones.  The station is piloting an innovative mobile program to increase listener loyalty by enabling their listeners to interact with the station and the DJs anytime, anywhere with text messaging.

Solution

The KISS mobile programs include a “DJ  Dashboard,” which is powered by the Enpocket Marketing Engine, and enables disc jockeys to communicate via text messaging with their listeners.  The DJ Dashboard provides an easy interface for KISS DJs to receive incoming text messages from listeners, such as song requests, answers to ad hoc polls and trivia contests, and other exchanges. 

The station has also kicked off a listener “Text Club,” which is an opt-in base of listeners who sign up to participate in mobile programs with the station. This provides a means for listeners who are mobile to have spontaneous exchanges with their local stations’ broadcast.  With the KISS “Text Club,” listeners can sign up to receive alerts, special promotions, exclusive invitations, win prizes and more. 

Results

In the first 6 months, over 11,000  KISS listeners participated in at least one of the Text Message promotions.  KISS has received tens of thousands of text messages from listeners and  has sent several thousand text alerts, including contest and concert promotions and other station promotions to Text Club members.

Approximately half of the Text Club members have responded to two of the most successful campaigns.  48% sent a text message to enter to win breakfast with Nick Lachey and 52% of Text Club members participated in a Dave Mathews Band promotion.  The station has also run text-in promotions at concert venues, with 15% of attendees responding with their mobile phones.

“Today’s listeners want to be even more intimately involved with their radio stations.  Technology now allows us to utilize the instantaneous features of mobile to build on our strong listener relationships,” said Jake Karger, Market Manager for the Boston radio cluster. “It gives our listeners a whole new way to get actively involved in local radio.”