Staples To Text Message Teens

Discussion
Jul 30, 2003
George Anderson

By George Anderson


Staples in Canada wants teenagers going back to school to buy supplies in its stores. That’s why the company has launched a marketing campaign that will send text messages to 13 to 18 year olds.


Teens can enter the contest by typing “Back2Cool” on their mobile phones or by filling out an entry form on a Web site. Those who enter using their mobile phone will get a text-message coupon from Staples. The Toronto Star reports, “To redeem their wireless coupon, they need only bring the phone and show the coupon to a cashier.”


Privacy advocates are concerned Staples campaign could open a new portal to invade the privacy of consumers and young ones, at that.


Moderator’s Comment: What are your thoughts on Staples
“Back2Cool” promotion?


The marketer in us appreciates the innovation here.


The parent in us says we better not catch any marketer
sending sales messages to our kids (or us for that matter) on the cell phone.
[George
Anderson – Moderator
]

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