If provoking your audience into action is your goal, SMS texting can be the solution. The analysis of recent test campaigns from Chicago’s Shedd Aquarium discovered that consumers prefer SMS-based calls to action over web-based calls to action. The Shedd Aquarium tried out two difference response tactics to promote its new Fantasea aquatic show,. At the end of its 30-second TV spots which were shown via different channels, the aquarium advertised a raffle to win tickets for the Fantasea premiere including hotel accommodation and VIP seats. The TV spots were all identical, except for the  end in which the call to action was shown. One version of the spot directed the viewers to a website to register for the contest. In the other spot, the viewers received an additional mobile option to take part in the contest by sending a text message to a special code. At the end of the campaign the SMS call to action had generated 325% more participants than the web-based option.

According to Jed Alpert, founder of Mobile Commons, the technology company that managed the campaign’s SMS service, “SMS reveals a greater sense of urgency” and that it is also “ more actionable and convenient, and people have a more direct connection with their phones.” So it seems to be a big advantage that the mobile phone allows a direct response by the consumer while the advertisement is still fresh in their minds. Furthermore it is more comfortable just to send a text message instead of trying to recall the website address later if the consumer is not near a computer while the commercial is being shown.

PROS:

Transparent return on investment

Quick response result

Direct comparison to other call to action measures is possible

CONS:

Creation of different spots/campaigns

Requires different call to action technologies