Hoping For A Media Assist, CBS Tries Assistance
CBS has made a deal with a directory-assistance company, Jingle Networks, for its 1-800-FREE411 service. Audio spots--similar to short radio ads--will run when consumers call in searching for a telephone number.
Starting this week--CBS' premiere week for the fall season--radio-like short messages voiced by network talent from shows such as "Survivor," "The Amazing Race," "The Class," "Smith," "Jericho" and "Ghost Whisperer" will automatically play when consumers call 1-800-FREE411. The campaign, which started Sept. 17, runs daily messages specific to that evening's CBS shows. Callers can opt to receive a SMS-based text message on their mobile phone as a reminder to watch the show.
Jingle Networks, the one-year-old company, capitalized on the high cost to consumers to use 411 numbers by setting up a free directory-assistance telephone service to consumers that is ad-supported. The company says it processes more than 3 percent of all directory assistance calls in the United States.