Industry Case Study: Radio Station Power 96 FM (WPOW)

BACKGROUND: Beasley Broadcast Group radio station, Power 96 FM (WPOW) in Miami, Florida, wanted to increase its mobile audience, create opt-in relationships and leverage the power of mobile marketing.

OBJECTIVE: To engage mobile fans, build mobile subscriber lists with a “High School Spirit” contest. The winning school to host a concert by Pop/R&B/Hip-Hop music artists Plies, Colby O’Donis and Pleasure P.

STRATEGY: Participating high schools in Miami-Dade, Broward and Palm Beach counties were assigned keywords for a 25 day contest ending in late April.

RESULTS: Power 96 received 4, 161, 644 text message votes, doubling the station’s mobile marketing database.