The Tories, who will stage their autumn conference in Blackpool next week, believe that text messaging, used in tandem with traditional direct marketing techniques, will let them target specific voter segments more accurately.
The party's first SMS campaign aims to raise awareness of its intention to scrap university tuition fees if it wins the next general election.
Created by wireless marketing agency Aerodeon, the campaign targets students attending university freshers' fairs across the UK. Students are being handed posters and leaflets, which invite them to send a text message with their university name.
Entrants will have the chance to win their tuition fees for a year and get discounted railcards. They can also opt in to receive future messages from the Tories, giving the party a significant direct marketing tool.
"This government has betrayed parents and students across the country," said shadow education secretary Damian Green. "Our policy will mean that after the next general election no students entering higher education will have to pay tuition fees."
Aerodeon managing director Chris Bourke claimed the campaign was a first for a UK political party.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
