Name and city and state of marketer:
Great American Country TV, Knoxville, TN.

Name and city and state of agency or marketing services firm:
Mozes Inc., Palo Alto, CA.

Campaign/program name: Country Music Fest & Awards show ? GAC.

Duration: Oct. 17-18 and Nov. 7-8

Common short code and keywords used:
Text GACGUITAR to short code 66937.

Objective:
GAC?s main goal was to generate interest and increase viewership of the CMA Music Fest & Awards show.

Target audience:
Country music fans.

Strategy:
Use SMS to increase viewership of the CMA Awards show broadcast and add consumers to a future marketing database.

Call to action:
GAC TV shot two promotions featuring ?American Idol? winner and country music singer Carrie Underwood encouraging fans to text for their chance to win.

These promotions were shown twice an hour throughout each re-airing of the special.

In addition to Ms. Underwood?s verbal call-to-action, mobile calls-to-action were also included in banners at the bottom of the screen.

Results:
Through these on-air mobile contests, GAC TV made about 34,000 mobile connections with viewers and had approximately 3,000 opt-ins to the GAC TV and CMA mobile fan lists.

Lessons learned:
Mobile is a direct, timely and respectful medium for GAC to reach its most passionate viewers.

Executive?s name, title and company for response attribution:
Dorrian Porter, CEO, Mozes Inc., Palo Alto, CA.

Strategy quote from brand executive:
?Texting allows us to reach our database of passionate country music viewers and give them information about the biggest night in country music, the CMA Awards, and the re-air of the CMA Music Fest on GAC TV,? said Scott Durand, vice president of Marketing at GAC TV Network, Knoxville, TN.

?It also creates an opportunity for viewers to interact with us for a chance to win prizes like one-of-a-kind signed guitars, which rewards them for being part of our GAC mobile fan list," he said.

What challenge did mobile address quote:
?Mobile messaging allows us to reach an audience that is more likely to view a program moments before that program airs on GAC TV,? Mr. Durand said. ?That reminder can trigger the opportunity for more viewers.?

?Mozes has provided us with an easy-to-use and effective platform that helps us reach and interact with our viewers,? he said. ?It helps us put our fans closer to their favorite artists and music on GAC TV.?