Back Boris; See How Boris Johnson Used Bulk SMS for Election

Boris Johnsons London Mayor campaign used text marketing to interact with the public leading up to the May 2008 election.

The marketing tactic was used to encourage the public to support Boris in his campaign to become London mayor by texting a keyword Boris to short code 60777. The number was published on the Back Boris website and supporters were given the opportunity to text the short code to offer their support. A premium rate was set up as a mechanism for generating some extra funds.