U.S. Cellular gathered the names of 500 prospects through an on-campus promotion designed to excite members of Generation Y about the wireless telephone brand and the hipness of text messaging.
The promotion, which ran on college campuses last fall, also generated a 15% to 20% lift in sales.
Called Dash 4 Cash, the effort involved giving cell phones to college students and directing them via text messages on a scavenger hunt across campus. First prize was $2,000.
Text messaging is using the cell’s number pad to type in words that can then be transmitted
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