ADOTAS — As advertisers try to figure out how to use social networking tools, there is bound to be miscalculations. But with mobile marketing already being scrutinized, you would think there would have been a better way to reach out to American Idol fans than this.
ATT, an Idol sponsor, sent out text messages to a “significant number” of its 75 million customers urging them to tune in to the season premiere last night. The text message said, “AT&T Free Msg: Get ready for American Idol! AI 8 starts this Tues (1/13) at 8 pm on FOX. Check out AT & T’s official AI web site from your PC.” But as this Twitter user said, ” AT&T American Idol SMS Spam. WTF, AT&T?”
Mark Siegel, a spokesman for AT&T Wireless, told the Times that “the message went to subscribers who had voted for “Idol” singers in the past, and other “heavy texters.” He said the message could not be classified as spam because it was free and because it allowed people to decline future missives.”
If subscribers opted in somehow when they voted on previous Idol contests, fair enough. But I don’t watch the show, and I’m a “heavy texter.” If they did that to me, I would be highly annoyed.
Update: Someone also reminded me of this. The more I talk to people who understand this, the more I think that this was a poor idea.
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