Into the Fire
FireText Increases Guest, Operator Interaction

You’ve seen it for a few years now, but never so much as more recently. Eyes glued to glowing cell phone screens throughout the dark bar space, and no one looking at your expensive flat-screen video monitors. Rather than seeing your advertised specials, contests and vendor messages, they’re texting with people who probably aren’t even there in your bar.

A Greater Level of Interaction
    “Let’s say when I walk into a bar, I’m busy socializing and having a good time, so I have no reason to look at the video screens,” says Sonia Sunger, executive director for FireText. “A lot of nightclubs advertise on video screens. They advertise daily specials, sponsor logos, upcoming events and things.
    “What FireText is, is when I walk into a nightclub, and I’m sending text messages to a group of girls or guy across the bar and waiting on messages to come across the screen, I have my eyes on your video screen. You can fill up that ad space with drink specials. ”
    Customizable screen templates are a big profit center, providing new advertising real estate for vendors while simultaneously providing entertainment for patrons. The result is perhaps the most perfect win-win for operator and guest alike. “People always feel the need to interact,” Sunger says. “That’s why they go to bars. You’re offering them a greater level of interaction.”

Firing it Up
    Several FireText products make the bar the hub of interaction. Text 2 Screen allows patrons to send text messages to the venue’s video screens. While guests are having fun chatting and flirting on the projection screens, the management simultaneously is building a database of mobile numbers.
    “You turn your entire nightclub into a chat room, where everyone can interact with everyone using existing technology, which is their cell phone,” Sunger says.
    Text Message Voting is designed for efficient vote collection for beauty pageants and contests. All participants do is text a keyword to FireText, and it automatically tallies votes. Results can be displayed live or can be saved for the end of the event. “It allows for one vote per cell phone, so it’s accurate results, displayed live on the screen,” Sunger says.
    Another product is Text to Win; by texting a keyword to FireText, customers enter the drawing. FireText software randomly selects a winner and texts a unique digital ID code, which cannot be reproduced, directly to the winner’s cell phone.
    “The difference between Text to Win and regular, go-home (e-mail or online) contests is that when a person has a chance to text message a keyword to win, it’s impulsive,” Sunger says. “If you’re offering a trip for two to Cancun (in a print ad) that says, ‘Text Message Keyword BARBEV for Your Chance to Win,’ once I see the ad, I can grab my cell phone — which is always on me — and enter right on the spot. You have a higher percentage of people entering the contest.”
    Combined with Text 2 Screen, the Private Messaging product allows guests to send messages directly to each other’s phones. All phone numbers and names are kept confidential, as text messages are sent to private user names.
    “I can flirt with you and send messages without knowing your cell number,” Sunger says.                                     NCB