Sony BMG Music Entertainment UK has become the UKs first record label to license Mobile Interactive Groups (MIG) mobile messaging platform MIDAS, to manage a host of inbound and outbound SMS campaigns, opening up mobile as an instant activation channel and enabling Sony BMG to communicate directly with its database of over 1 million opted-in mobile subscribers throughout the UK.
MIG has been handed a 12-month contract, which gives Sony BMGs in-house direct marketing team the capability to set-up, manage and run targeted mobile marketing campaigns. These will include weekly SMS newsletters, event-driven alerts services, and special offers on digital content from Sony BMG artists. All outbound message services to Sony BMGs subscribers will be free, with inbound messages charged at standard network rate. Services went live on 30 May.
MIG were able to offer us exactly what we were looking for from a mobile messaging platform speed, capacity and reliability, says Sony BMG Music Entertainment UK Direct Marketing Manager, Simon Daniels. Licensing MIGs MIDAS platform will give us one 100% control over our mobile marketing activity and enable us to be more nimble and responsive to our subscribers needs. MIG are widely regarded as the market leaders when it comes to mobile interactivity and were the natural partner of choice for Sony BMG.