June 17, 2008
TNT Promotes NBA Playoffs Via 1-800-FREE411
First Use of Voice Recognition Technology for Gender Targeting at This Scale
For Jingle Networks
Jingle Networks, Inc., the leader in free voice search and operator of 1-800-FREE411, and Turner Network Television (TNT) today announced details of TNT's recent success promoting the NBA Playoffs using 1-800-FREE411's gender and geographic targeting capabilities. When consumers called the nation's leading voice search service for information or directions, a targeted ad was played to male callers reminding them of their hometown's next playoff game airing on TNT. Callers were also given the opportunity to receive a reminder via SMS two hours before game. Partnerships with leading brands like TNT, along with an additional 150,000 national and local businesses, empower 1-800-FREE411 to offer consumers a free and easy way to save money and get information on the go.
The campaign ran from May 5 - May 29 and served over 1.3 million mobile impressions with a 5.4 percent opt-in rate for text message reminders. By leveraging 1-800-FREE411's gender targeting capability TNT was able to focus on the NBA's male audience in the playoff teams' "hometown" cities - as well as 20+ major markets across the nation. In addition to gender and geo-targeting, TNT needed the ability to serve updated ads in real-time based on the outcomes of each game. 1-800-FREE411 has the flexibility to update the ads in a matter of hours and target the ads based on that particular time zone. For instance, male callers from Boston heard advertisements specific to the upcoming Celtics game - starting from the morning for their respective game day until game time.
"Emerging media channels like 1-800-FREE411 have played a key role in TNT's effort to reach consumers in a unique way," said Jennifer Storms, SVP of marketing & programming at Turner Sports. "Partnering with 1-800-FREE411 not only allows us to interact with a relevant audience in a memorable way - but it also provides the flexibility and creativity required to give consumers fresh, up-to- date information."
This campaign isn't the first time TNT has taken advantage of the opportunity to reach 1-800-FREE411's massive consumer audience - totalling approximately 20 million callers a month. In both 2006 and 2007, TNT saw record-breaking success with its promotion around The Closer - a campaign that included audio advertisements on 1-800- FREE411.
"TNT's ongoing promotions on 1-800-FREE411 support the momentum of large national brands going beyond the traditional media channels and seeking new, innovative ways to engage consumers," said George Garrick, president and CEO of Jingle Networks. "We aim to empower both marquee brands like TNT - as well as local businesses - to use our media channel to not only reach our huge consumer audience - but to work with them to apply innovative techniques to target those consumers who are most important to their business."
About Turner Network Television
Turner Network Television (TNT), television's destination for drama and one of cable's top-rated networks, offers original movies and series, including the acclaimed and highly popular detective drama The Closer, starring Golden Globe(R) winner and Emmy(R) and Screen Actors Guild Awards(R) nominee Kyra Sedgwick, and Saving Grace, a provocative new drama starring Oscar(R) winner and Screen Actors Guild Award nominee Holly Hunter. TNT is also home to powerful one-hour dramas, such as Bones, Law & Order, Without a Trace, Cold Case, ER and Charmed; broadcast premiere movies; compelling prime-time specials, such as the Screen Actors Guild Awards; and championship sports coverage, including NASCAR and the NBA. TNT is available in high-definition.
About Jingle Networks & 1-800-FREE411
Jingle Networks, operator of the nation's leading ad-supported directory assistance service 1-800-FREE411, has significantly changed the directory assistance market by giving consumers an anytime, anywhere source of free information on the phone. 1-800- FREE411 is for anyone who owns a phone and needs information but is dissatisfied with the high cost of directory assistance. Jingle Networks has changed the industry by creating an exciting new media channel through 1-800-FREE411. With over 225 million annual calls, 1- 800-FREE411 offers advertisers highly targeted and timely promotional opportunities to reach a large but targeted customer base who are ready-to-buy, garnering a response rate twice that of other direct response media. For more information, visit: www.free411.com.
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