By Antony Bruno and Chris M. Walsh
> Students at Chula Vista (Calif.) High School near San Diego were
> treated to a particularly nice surprise on a recent Tuesday.
> Rather than the standard fare of reading, writing and arithmetic, the
> school doled out a healthy dose of Diddy, who made a guest appearance
> courtesy of local hip-hop station XMOR-FM (Blazin 98).
> The student body won the visit by sending the most text messages to
> the radio station as part of a campaign to promote his new album,
> "Press Play." The station opened the contest to all high schools in
> the area, asking students to send a text message with the word "Diddy"
> during a four-day period.
> Chula Vista won the contest, logging 34,000 messages. Some students
> reported sending in hundreds of messages each. In all, the station
> received more than 170,000 text messages. The Diddy campaign is just
> one implementation of many that show how record companies and radio
> stations use text messaging as a promotional tool.
Wow, and they picked such a fine role model, a rap star who seems to always be under arrest for something or other, to send to the school didn't they? I wonder if he was packing when he showed up or if he decide to leave the Glock at home that day? My guess would be that the charitable record company/radio station was also requiring the text messages be sent to a premium rate destination and charging the kids up to about $1 per message; you do the math. Nice.