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Brands looking to target mobile-happy Brazilians may want to take a page out of Claro’s playbook. The Latin American telecom’s “Claro Línguas Muda sua Vida” (Change Your Life) campaign has drawn millions of users in the last several months into an English-language learning program that costs $1.99 a week.
Part of Latin American telecom powerhouse América Móvil, Claro is simply text-messaging its 63.5 million mobile customers with the language-learning add-on. The brand began testing the SMS strategy last August with the help of mobile marketing company Velti, and they claim to have created 18 million brand interactions in an effort that will run into this summer.
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