One year after it’s launch Blyk seems to be going strong. Blyk is a free mobile network for young people in the the pay-as-you-go market (16-24) and is funded by advertising. Blyk is the creation of Pekka Ala-Pietilä (the former president of Nokia) and Antti Öhrling (chairman of the Contra advertising group). Which makes sense when you see what it is. Here’s how it works.
After being invited to join the network, you fill out your profile and are sent a SIM card (no handsets though!). There’s no contract, and you get an allowance of texts and airtime in return for receiving up to six advertising communications a day, but no data allowance. If you run over your text limit or minutes, you just pay like a normal pre-pay phone. When you are filling out your profile you choose your interests so that the communications can be targeted to you. Furthermore, should you respond to a communication (which is not deducted in your free allocation of texts) this will help refine the preferences for you, the user.
Blyk is the free mobile network for 16-24s that connects young people with the brands they like – Blyk website
I am of course rather excited by the business model, but what I find really compelling is that Blyk claim a staggering 29% average campaign response rate, across 200,000 users opted-in to the service. That is damn good cut through. Case studies illustrate Brands such as L’Oreal, Boots, the Kooks, JJB and many more have already made use of the Blyk platform.
Having a look at some of the campaigns on their website I have to admit I am a little under whelmed at the creative but the deals seems to be very appealing and best of all, the platform is there. Having said that, one of the key insights that Blyk mention are that “Simple text messages receive a higher response rate – adding pictures, animation and sound results in increased recall and impact.” So maybe I should give the advertisers the benefit of the doubt. Adding value to your brand is more the just providing pretty pictures, no matter how much that hurts me to say that.
I truly believe that mobile internet is going to play a huge role in digital advertising and advertising in general, and Blyk is definitely be a company I will be watching very carefully. Afterall, wouldn’t you like free mobile connection in return for receiving a few targeted ads?
