How to Use the Service
• Call to action

• MO: Text: BL To: 4ESPN (43776)

• MT: BREW carriers: Download instructions

• J2ME carriers: SMS with WAP link to carrier purchase deck

Action
Example of download instructions:
“To get ESPN’s BottomLine Pro, please

1) Go to Get it Now
2) Click Shopping cart logo
3) Choose Get Going
4) Choose Sports and scroll to find”

Example of WAP link
“Thank you! Click link or copy to browser to get ESPN BottomLine Pro $4.99 p/mo http://vm.sprintpcs.com/redirect?product=PCS18775”.

Goal
Use text messaging platform to inform and sell subscriptions of BottomlinePro.

Promotional campaign during the month of June
Call to action.

Television
ESPN Bottomline Crawl Placement

Print
Full Page Advertisement, ESPN The Magazine

Online
ESPN.com

Results
On-air crawls and online placements yielded immediate messaging results. Subscriptions increased exponentially where link to purchase was enabled.

Conclusions
U.S. consumers are becoming increasingly aware of keyword-to-shortcode messaging. More products are sold through messaging that features a binary link to purchase than through simple download instructions.

Future
Continue rolling out WAP-enabled campaign, including PSMS
binary trial in Fall 2005.