By Jack Philbin

The true value of the mobile phone is not as a standalone medium but rather as a tool that can help extend a customer dialogue beyond a mass media touch point. Any mass media vehicle -- TV, print and radio included -- can use a mobile call-to-action that, if executed properly, can effectively help make marketers build their brands and sell more products and services by driving store traffic. 

Jack Philbin is co-founder and president of Vibes Media. Read full bio.

The campaign
A successful example of this approach is a contest that Vibes conducted with HOT 97, a radio station in New York. The day the iPhone was released, HOT 97 prompted station listeners on-air to text in for the chance to win an iPhone.

The results
The program ran for 10 days and generated nearly 213,131 messages. The timeliness of the iPhone’s release gave the program more urgency and relevance than there would have been had an ordinary mobile phone been given away. 

The lessons
As with most marketing programs, added value is a discriminating factor in determining how likely or unlikely it is that large volumes of people will participate in a mobile program. It's critical that every campaign have a strong promotional, entertainment or service component in order to increase the likelihood of participation. The greater the incentive, the more creative the entertainment, the more helpful the service, the more likely you are to drive interaction. This is the key to launching a successful campaign.