Detroit News Station Uses Texting to Build Loyalty
Local Detroit News Gets Interactive with Texting
Want to know what brings Detroiters together?
Just text them.
Local Detroit news station WDIV had a question for Motor City residents: What brings us together as Detroiters? Instead of just asking it into the airwaves or posting it onto the wilderness of social media, they decided to get more direct and more personal. They texted people.
In came GroundSource. We worked with the Detroit news team to set up a two way texting conversation between WDIV and Detroit residents. By texting ‘PARADE’ to 313-395-1255, residents were entered into the community listening project. Folks were texted the simple question, What brings us together as Detroiters?
This personal outreach drove loyalty to the station, made viewers feel like they had a direct line and voice into their local media and strengthened their relationship to WDIV. When viewers feel heard, they feel loyal.
Here are just a few of the great responses:
"I think that our tenacity and grit unite us as Detroiters."
"The annual jazz festival makes me feel the most like a Detroiter."
"Detroiters are united by the Spirit of Detroit. A spirit full of soul and hope and determination."
"Our diversity and love for this city and it's people unites Detroiters. Whether you come from the suburbs or live downtown, we want to see this city succeed and are willing to support its development. There is a strength in this city incomparable to other places across the U.S. We are unbreakable."
Go Tigers!
Check out more heartwarming responses here: