Dial star-star-C-A-R on Zoove

Over the past week I’ve been giving a lot of thought as to what I would do if I was a marketing director looking to get feedback from customers via their mobile handset — and via some above-the-line advertising.

More and more I particularly like the concept (offered by Zoove) of having customers just type star-star-C-A-R (or whatever) on their handset and *IMMEDIATELY* being connected to my marketing message and a range of options ("press 1 to receive regular text updates…etc"). 

I like how this cuts through all the nonsense of having to create a text message, address it and send it.  If it’s a fleeting advertisement — like the demo billboard one here that I pulled from their frontpage, I think ‘**CAR’ is much easier to remember than ‘Send FORD to 82736’. 

This is, as far as I’m aware, only available in North America at the moment.  I wonder what it would take to get it operational in the UK.