A Wanganui start-up is paying New Zealanders to receive text message advertisements. HooHaa pays 10c into people's mobile account for every text message they receive from advertisers, which so far have included TV3, Bond and Bond, the air force and Burger King. More than 20,000 people have signed up to the one-month-old service.
Managing director Brian Hawker says HooHaa is a way for advertisers to reach people who are spending time with their mobiles rather than watching TV or listening to the radio. Messages can be targeted to the recipient's age, sex, marital status, ethnicity, buying habits or hobbies.
"Our members receive advertising that's tailored to their particular profile. So they're really interested in receiving that advertising," he says.
TV3 used HooHaa to remind viewers that its new series Heroes was on that night. TV3 spokesman Roger Beaumont says the station is planning to use HooHaa again to promote other programmes.
Burger King's promotion is still running and offers a two-for-one burger deal, which is only valid if people bring in their phones to show counter staff the text.
Bond and Bond offered half-price headphones, while the air force used the texts as part of its recruitment drive.
Teenagers don't dominate HooHaa's membership. Mr Hawker says one-fifth of members are over 35, and two-thirds are aged between 18 and 35.
He says while the company's research showed many people were willing to opt-in to receive more than 10 messages a day, HooHaa only sends a maximum of six daily to each person. Advertisers pay 40c-60c per text.
Money is paid directly into the recipient's Telecom or Vodafone account at the end of the month.
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