Mobile marketing software company HipCricket and the Spanish Broadcasting System Inc. have partnered to introduce Spanish radio stations to HipCricket's Hispanic Mobile Marketing Network.

HipCricket's Hispanic Mobile Marketing Network is estimated to reach more than 7 million Hispanic radio listeners with the addition of Spanish Broadcasting, a Hispanic media and entertainment company. HipCricket targets leading Hispanic markets such as Los Angeles, Miami, Chicago and New York.

"HipCricket is executing on the strategy announced back in April when we launched the first comprehensive Hispanic Mobile Marketing network," said Jeff Hasen, chief marketing officer of HipCricket, Kirkland, WA.

"The Hispanic consumer market is vast -- upwards of $860 billion in buying power -- and we are the first company to allow broadcasters to truly leverage it via mobile devices," he said.

Spanish Broadcasting claims to be the largest publicly traded Hispanic-controlled media and entertainment company in the United States. It owns and operates 21 radio stations located in the top Hispanic markets. The company also owns and operates Mega TV and the site at http://www.lamusica.com.

HipCricket's Hispanic Mobile Marketing Network enables marketers to tap into and customize a media plan of Hispanic stations in the network and their audiences with a single buy.

Spanish Broadcasting's radio properties allow the Hispanic Mobile Marketing Network to connect brand marketers with the Hispanic consumer. Opted-in members of HipCricket's station loyalty club have full-time access to an account manager who provides support when needed.

HipCricket launched the Hispanic Mobile Marketing Network with Bustos Media, Davidson Group and Lotus Communication (see story).

Hispanics are said to be among the most active text message users.

Acccording to an M:Metrics survey, Hispanics responding to text message advertisements have increased by an estimated 20 percent in the past year, and the rate of text message usage increased by nearly 39 percent in the last year.

HipCricket's mobile marketing platform enables to consumers to receive text messages and alerts upon request. The network features a family of Hispanic media properties to be leveraged by brand marketers to deliver targeted and interactive mobile marketing programs directly to the devices of opted-in mobile users. These mobile interactions are customized based on the consumer's preferences and demographic.

HipCricket claims to have delivered about 17,000 campaigns for customers including Clear Channel Radio, Premiere Radio Networks, Sandusky Broadcasting, NBC, Coca-Cola, Staples, Hershey's and Jameson. The company produces interactive campaigns through SMS, mobile Web/WAP and mobile advertising.

"In order for the Hispanic Mobile Marketing network to reach its full potential, we need to partner with broadcasters of all sizes," Mr. Hasen said.

"By adding SBS to a lineup that already included Bustos Media, Lotus Communications, Fisher Communications and Davidson Media Group, we have solidified our roster of broadcasters and are executing on the strategy we outlined at the network's launch," he said.