German E Plus network will be offering some additional SMS text messages and voice minutes, to users who sign up to receive about 25 ads per week. Sounds like a Blyk-clone or perhaps Blyk-variant, or most likely a Blyk-wannabe. Story from GigaOm.
Regular readers of the blog (or the book) will know the secret of Blyk's amazing 25% average response rates, after 2 years, over 2,000 ad campaigns in the UK to over 200,000 customers - note that advertisers had run on average 10 campaigns already in the first 18 months, think of how much it must have successful if giant global brands do 10 campaigns on a new media - but yes, the secret is not to give free ads, it is to build the engagement. I calculated at the CDB blog in March that an average Blyk campaign had a microtargeted focus of only 8,000 users, and generated an average dialogue length of 14 outbound messages from brand to consumer and received on average 4 separate replies. To do that kind of engagement campaign - plan the dialogue for a 2 week discussion - is VERY creative new media work. THAT is the key to Blyk's success, not just giving free minutes and messages. But lets see how E Plus's service turns out to be. Will it be Blyk clone or wannabe. Stay tuned