Univision Taps HipCricket For Mobile Campaigns
Under the deal, stations in the Univision Radio group will use HipCricket's mobile platform to offer sponsors specialized, interactive marketing programs aimed at the $860 billion Hispanic consumer market. It will also help stations build loyalty clubs that can provide special offers to members who have opted-in.
Univision Radio operates 70 stations in 16 of the top 25 U.S. Hispanic markets and 5 stations in Puerto Rico. Univision Móvil, the media giant's mobile arm, will oversee programs created through the partnership to ensure consistency across its multiple platforms.
A Mobile Marketing Association study this year found that 32% of Hispanic consumers were moderately or highly receptive to mobile marketing messages. Three-quarters of all U.S. Hispanic households have multiple mobile phones.--Mark Walsh