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In June 2004, Target celebrated Black Music Month with the Text
Your Pick flyaway sweepstakes, conducted entirely via mobile.
Contestants were asked to vote for their favorite artist via
mobile shortcode “TARGT” or online at a special
contest website, and were offered a free ringtone and a chance
at a trip to NYC in return. With robust online and in-store
promotion, Target used the campaign to build loyalty to its
music department while compiling a database of mobile numbers
for future promotions.
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