Maxim debuts dial-to-download 'hottie' campaign

Share this content:
Maxim debuts dial-to-download 'hottie' campaign
Maxim debuts dial-to-download 'hottie' campaign

AlphaMedia Group is running a full page house ad in the July Maxim, which encourages consumers to “call and get a hottie wallpaper on your mobile phone.” Instead of using a mobile short code to text in, as past campaigns have, the ad advertises a phone number that readers can call to receive downloads of mobile wallpapers of Maxim pinups.

The new technology allows Maxim to expand its audience to a wider demo­graphic than just teens, said Dennis Becker, CEO of CommerceTel, which worked on the campaign with Maxim. “By giving a phone number it makes it easier for consumers to interact, since everyone knows how to use a phone number,” he said.

The phone number in the ad includes 12 local phone numbers to various cities nationwide. While the numbers can be accessed from any area code, the idea is to make readers believe that they are actually connecting with girls in local cities. “It adds realism to the mobile content production,” added Becker.

A caller will be greeted with a record­ing of a “Maxim girl” and will then be offered the opportunity to push a button to automatically download an image to the mobile phone.

The campaign involves a mix of inter­active voice response (IVR) technology, which incorporates direct dial phone numbers and MO, the technology that powers keyword short code texting. It is a trial run as part of a new partnership between CommerceTel and Airborne Mobile, Maxim's mobile content brand partner. Airborne is handling the SMS transactions and CommerceTel is providing the direct dial phone numbers and the IVR front end.


Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above