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What
Is It?The Fox Television Network launched a service that keeps its viewers up to date on shows through mobile trivia and episode reminders.
How to Get It?
You text “FOX” to 36988 to get access to Fox products
and services, which include games and trivia. Once you text in, you receive
a confirmation text stating that if you are interested reply with “y”
to 36988. Once you reply with “y” you begin getting texts
from Fox.
From the View of MYIQ
Our panel thought this service was okay, but not great. The biggest complaint
was that they didn’t want to get information on all Fox
shows, just the ones they watched.
A panelist texted, “it took forever for something to go through, it’s not very specific and didn’t have options of interest to choose from.”
The downfall of this program is, quite simply, its generality. Our panelists were much more open to the idea of the Fox service, even if it charged them, if it offered more of what they were interested in: sneak peaks into their favorite shows and cast members’ lives.
Learning
Basically, for a consumer to want to access something on their phone it
has to appeal to their own interests or have some social currency…
“i found that i had no need for the information”
Mobile is best when tailored to the needs of affinity audiences—not as a general media.
© 2005 North Castle Nextstep and Enpocket. All Rights Reserved.