Radio Disney Leaning on WOM to Spread Word About Website, Mobile Service
Radio Disney is counting on positive word of mouth from happy users -- as well as some banner advertising on social networking giant MySpace -- to drive traffic to its website. On the website, listeners with internet-accessible mobile phones can view the last ten songs played, request songs via text message, take part in polls, and more. The website and mobile features will rely on word of mouth to drive awareness until this summer, which is when the company is considering launching a more traditional ad campaign.