Mobile marketing firm HipCricket has been hired by a network of Hispanic radio and television stations to create a text-messaging-based marketing campaign to build user loyalty.

According to mocoNews, the network includes some 50 radio and TV stations in 24 markets and reaches nearly a million consumers. The opt-in service, available in both English and Spanish, follows a smaller campaign for a Hispanic radio station in Houston that invited listeners to send in a text message for a chance to win a prize in a promotion for Sprite.