Sony BMG Music Entertainment UK has become the UK's first record label to license MIDAS, MIG's mobile messaging platform to manage a host of in and outbound SMS campaigns, opening up mobile as an instant activation channel and enabling Sony BMG to communicate directly with its database of over one million opted in mobile subscribers throughout the UK.
The 12 month contract gives Sony BMG's in-house direct marketing team the capability to set-up, manage and run targeted mobile marketing campaigns. These include distributing weekly SMS newsletters, event driven alerts services, and special offers on digital content from Sony BMG artists.
Simon Daniels, Direct Marketing Manager, Sony BMG Music Entertainment UK said: "MIG were able to offer us exactly what we were looking for from a mobile messaging platform – Speed, capacity and reliability. Licensing MIG's MIDAS platform will give us one hundred per cent control over our mobile marketing activity and enable us to be more nimble and responsive to our subscribers needs. MIG are widely regarded as the market leaders when it comes to mobile interactivity and were the natural partner of choice for Sony BMG."
Tim Dunn, Head of Marketing Services, Mobile Interactive Group said, "Partnering with Sony BMG has enabled the MIG team to broaden its experience of working with big name brands in the media and entertainment industry. Due its high capacity, high performance and reliability, MIDAS is ‘the' mobile messaging platform for tier one media brands in the UK such as ITV and FIVE, providing Sony BMG's direct marketing team with the knowledge they are working with the best messaging platform in the market place."