Country Music Association

CMA Awards

country_music

89,000
Unique Participants

50,000
Mobile List Opt-Ins

67%
New Mobile Participants

Objectives
Generate interest and increase viewership of Country Music Association (CMA) Awards show, while adding new fans to their mobile database.

Solution
For the past three years, during the live CMA Awards show, fans excitedly texted to win a guitar autographed by CMA award-winning artists, Carrie Underwood & Brad Paisley. Televised mobile calls-to-action, featuring Carrie & Brad themselves, encouraged viewers to participate.
Results
  • 89,000 unique participants entered the mobile sweepstakes
  • 50,000 fans opted-in to the CMA Mobile List
  • 67% of participants were first-time users, or brand new mobile fans