Branded conversations are becoming all the rage, and texting might soon be next. Featured Groups, a new service launched by group messaging and conference call service GroupMe, is looking to target special offers and inside information directly via through people’s conversations, with partners including Oxygen Media, the band Bon Jovi, and Bonnaroo and Coachella.
It s sort of a joint promotion, said Michael Scogin, vp of MTV Mobile. We get to try out a new platform of engagement for our audience, and [GroupMe] gets the chance to be associated with one of our highest-rated shows. So it s mutually beneficial.
The average teenager texts an average of 3,400 text messages a month, Scogin said. For our audience, it s their primary form of communication. There s a lot of people, especially the younger demographic, that want to talk with their friends during the show and check out additional content in addition to what they re viewing. This GroupMe promotion is another form of that.”