Best Practice #2: Opt-in
Opt-in communication vehicles provide an incentive for audience participation while respecting the privacy of the user. A successful opt-in execution entices the user to engage and encourages the user to share.
So you might ask, what does opt-in have to do with bubble gum? Not much, but you do have to decide if you're going to heed the siren song of sugar and unwrap that pack.
Opt-in is all about our volition in action. Take the "Veronica Mars" campaign for the UPN network. The interactive ads were coupled with commercial-break appeals to dial an SMS code on your cell to hear the latest gossip from Veronica herself. Once the teen audience opted-in they heard five separate messages from Veronica.
The three-pronged media approach worked. It was the perfect media mix for the teen demographic that chooses to opt-in by the thousands.
Opt-in
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Voicemail
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To view the interactive ad just click on it. If you want to hear the latest high school gossip click on the cell phone.
