A pilot text messaging project to develop youth audiences for Plymouth-based arts and leisure organisations has been launched by South West Arts Marketing in collaboration with direct marketing agency The Phone Room.
Txtm8 (textmate), a free text messaging and email service promoting a range of events in the city, was launched in Plymouth city centre, with bands, DJ's, street theatre, and a chance to win a Nokia 5510 phone for all young people who signed up to receive messages. Each participating organisation has identified two events that will be appropriate for the target age group, and a different approach to using sms technology will be tested at each event, including teaser campaigns, timed messages, free entry, discounts and special offers, purchasing tickets via text message and queue jumping. The impact of the project will be assessed when it ends in September.