McNeil mobilizes ADHD awareness in NYC
Pedestrians mulling around Times Square in New York City can learn more about ADHD by responding to an advertisement on the CBS jumbotron, via text message.
The 15-second ad reads, “Can't focus? Can't sit still? Could you or your child have ADHD? To find out more, text ‘ADHD' to 87415,” and can be seen on the 26x20 foot screen four times per hour, according to Tricia Geoghegan, a McNeil Pediatrics spokesperson. The jumbotron ads will run through November 30.
Upon texting “ADHD” to the number 87415, consumers receive a near-instantaneous text message in return containing a link to the “Concerta Mobile Web Experience,” a branded mobile-optimized platform for McNeil's ADHD drug. The mobile site offers information about ADHD in adults and children, an ADHD/ADD screening adapted from the World Health Organization's ADHD test, branded testimonial videos and a coupon offering a 30-day free trial of Concerta. At press time, 4,764 consumers had accessed the Concerta mobile web program, according to Geoghegan.
Although the Times Square billboard offers plenty of exposure, Geoghegan said that creating a redirect for Concerta.net – a technology that sends mobile phone users straight to the mobile-optimized website when they attempt to access Concerta.net online – immediately brought the visitor numbers up to triple digits. “We went from 10 visits on October 5, to 516 visits on October 6,” said Geoghegan, adding that the company had known mobile users were trying to access Concerta.net from Google Analytics data. “We're learning from our users,” said Geoghegan.
NYC-based Augme Mobile, acquired by Modavox, Inc. in July, provided the texting platform, and Ogilvy Healthworld built the product site. McNeil Pediatrics is a subsidiary of Johnson & Johnson.