ITV signs up Harveys to SMS voucher service

by Gareth Jones, Marketing 04-Mar-08, 08:15

LONDON - Harveys has become the first brand to sign up to an ITV service that allows viewers to text numbers listed in TV ads to receive vouchers redeemable in store.

The furniture chain, which sponsors Coronation Street will offer discount vouchers to viewers visiting its dedicated area of the soap opera's interactive TV service.

The scheme, created by Eagle Eye Solutions, will encourage viewers to text in to receive an eight-digit shortcode to their mobile phone, which can then be redeemed against discounts in selected Harveys stores.

ITV launched its interactive service more than a year ago, but has struggled to sign up advertisers. It has been offering the service to retailers such as Boots, Woolworths and WH Smith as a way of enabling marketers to measure the direct effect of their advertising on sales (Marketing, 15 January).

Last June, Channel 4 axed a similar scheme involving TK Maxx that would have featured a text number in the brand's TV ads, allowing customers to receive money-off coupons.