Power 96 FM's "High School Spirit"

The Brand / Event:

• Power 96 FM radio station
  
• HipCricket
  

Scenario:

• Executed in April 2008.
  
• The competition was open to high schools in Miami-Dade, Broward, and Palm Beach counties, with the winning school hosting a concert by Plies, Colby O’Donis, and Pleasure P.
• Each participating high school was assigned a keyword for the 25-day contest.
• Students and others could text as many times as they wanted to the station’s shortcode.

Results:

• In just over 4 weeks, Power 96 received 4.161.644 votes via SMS.
• The station also nearly doubled its mobile marketing database, with listeners opting in to receive future promotions from the station.