Getting Pushy With Consumers

Brands are using push notifications to target mobile users on the run

For many of Black Entertainment Television’s hundreds of thousands of mobile app users, the cable channel’s Hip-Hop Awards on Oct. 9 will be like a virtual Oscars party. Before the show begins in Atlanta, BET’s app users will be able to submit their guesses on the order in which music stars like Usher and Rihanna will appear on stage. After the curtains open, BET’s smartphone app will send them “push notifications,” telling them how well they’re guessing. BET tested this digital contest, called The Lineup, in July for the BET Awards, tallying 150,000 participants.