SOURCE: ChaCha

ChaCha

February 08, 2010 10:36 ET

ChaCha, the Free Answers Service, Says American Teens' Favorite Super Bowl Commercial Was for Doritos

#1 Way for Advertisers to Reach Teens and Young Adults Sets Record With Over a Million Mobile User Questions on Sunday

INDIANAPOLIS, IN--(Marketwire - February 8, 2010) - ChaCha, the service that allows users to go online, call or text questions on mobile phones and receive free answers within minutes, says that a poll of its users, primarily teens and young adults, who asked questions during the Super Bowl last night showed that their favorite commercials were for Doritos. The ones they disliked most were for Go Daddy and the one most talked about, as measured by text traffic, was Denny's, mostly asking where was the nearest location of the restaurant to collect their free meal on Tuesday.

Inquiries about the teams involved also skyrocketed with 60,000 (about 10x the norm) asked throughout Super Bowl Sunday.

Yesterday was a record day for ChaCha, which answered well over a million mobile and online questions. Big events often drive higher user interaction with the two-year old service. Among drivers of its' biggest query days recently were the NCAA football National Championship, celebrity deaths such as Michael Jackson, Heath Ledger and Billy Mays and inaccurate rumors of deaths such as Johnny Depp and Taylor Swift. Scandals, such as Tiger Woods and Brangelina, also increase questions to the free service as do holidays when friends and family gather like Thanksgiving, and 4th of July. News about teen idols such as Robert Pattison and Justin Bieber and teen movies such as Twilight, Transformers 2, and Avatar, especially as a theatrical release approaches, drives higher than average questions as do awards shows including the Oscars, Grammys and the like. Interestingly, major college coaching changes also drive strong interaction with ChaCha.

"Our core audience is teens and young adults therefore, anything that happens in their world, from the earthquake in Haiti to the celebrity rumor of the day, spikes the number of questions to ChaCha. The Super Bowl was no exception," says Scott A. Jones, Chairman and CEO of ChaCha." Teens are the heaviest texters on the planet and they are doing more of it all the time, with an average of nearly 3000 texts per month. ChaCha has grown to be the friend they turn to for all the answers, live interaction, and up-to-the-minute information."

Some 83% of U.S. mobile teens use text-messaging and 56% use MMS/picture messaging. The average U.S. mobile teen now sends or receives an average of 2,899 text-messages per month compared to 191 calls. The average number of texts has gone up 566% in just two years, far surpassing the average number of calls, which has stayed nearly steady. (Nielsen June 2009 "How Teens Use Media").

Frost and Sullivan, the research firm noted recently, "Services such as ChaCha -- that generate millions of mobile search queries from the youth segment -- are ideal to provide insights into things on top of mind of the youth segment."

The unique live answers service allows users to go online at http://www.chacha.com, call or text questions on mobile phones and receive free answers within seconds by texting 242-242, visiting m.chacha.com, downloading ChaCha's iPhone app, via @chacha on twitter, or calling 1-800-2-ChaCha. Continually expanding to additional platforms, ChaCha users will soon be able to ask questions via a Facebook app.

ChaCha.com became a Top 100 website in 2009, according to Quantcast and is also one of the fastest-growing websites, ahead of NFL.com, NBC.com, FoxSports.com, and Time.com. ChaCha has emerged as the single best place to reach the teen market (in ANY medium). Between its site and mobile platform, ChaCha reaches over 10 million users every month and has answered over 400 million questions in the past two years.

Methodology: During the Super Bowl telecast people who asked ChaCha questions were asked to text back after their game with their favorite and least favorite commercials. About 900 gave us their favorite and 650 voted for their least favorite. Denny's generated the most overall conversation as measured by queries to ChaCha.

ChaCha (http://www.chacha.com), a free mobile answers service, allows users to call 1-800-2-ChaCha™ or text questions to ChaCha (242-242™) on mobile phones and receive answers within minutes. Its unique advertising solutions provide pay-for-engagement opportunities for advertisers like Palm, IKEA, Coca-Cola, McDonald's, Paramount and the Obama Campaign to precisely target and embed their messages within millions of text conversations. Unlike traditional media, ChaCha's advertising platform is simple, results-driven and measurable. ChaCha's mobile service now delivers over 50 million impressions each month to over 2.2 million mobile users.

Proven innovator and entrepreneur Scott A. Jones created ChaCha in December 2005 and then launched the mobile service in January 2008. ChaCha is funded by Bezos Expeditions, the personal investment firm of Jeff Bezos; Morton Meyerson, former President and Vice Chairman of EDS as well as Chairman and CEO of Perot Systems; Rod Canion, founding CEO of Compaq Computer; the Simon family; and Jack Gill, Silicon Valley venture capitalist.

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