Time and time again people ask us, “What is Dynamic Content?” In short, dynamic content provides a simple way to integrate existing applications or web services into mobile campaigns. The basic idea is that an external web application dynamically provides the content for the keyword. The application can be written in many languages: php, perl, python, servlets, asp, jsp etc.

Many of our clients use the Dynamic Content feature for some amazing campaigns – for anything from price and availability checks to garage door openers. Now, I have a lot of experience with the Msgme platform, but minimal experience coding. So that got me wondering, what does it really take to create a Dynamic Content campaign from scratch? I found out, it’s actually pretty simple.

To experiment with the feature, I decided to create a service that would allow anyone to text in a word or phrase and receive back a translation in their language of choice. Think of all the people that could use it – a cabbie, waiter, or once in a lifetime beauty – the limits are endless.

In our test, we wanted to avoided issues that arise when you pick up accent marks through an aggregator. We also wanted a language that would be fun for our colleagues around the office to play around with. We all decided Swahili was the obvious choice for our experiment.

That’s how Translate v1.0 was born. We created the dynamic content keyword “SWAHILI”, and used Msgme’s Dynamic Content feature to “pull content from an external application” and link to the Google Translate API.  We built the application to be an open session (using Msgme’s Feedback content API) so texters only had to reply with new words or phrases, instead of texting the keyword each time. Finally, we added a feature so if the system could not find a translation, it would return the original text to the user.

After finishing v1.0, we sent the call-to-action “Text SWAHILI to 44144” to our office. No surprise, everyone loved it!

A Client Service member found out the Swahili word for “lion” is “Simba.” Another colleague from our Product team was disappointed when he couldn’t find the word for love. Someone else blamed it on “love” just being a gimmick used to sell people in the US nylons.

With everyone so excited, we decided to roll out Translate v2.0. This time we added features that included a language selection option, and functionality to handle accent marks.

Translate v2.0 was once again well received. To test it out text TRANSLATE to 44144. To skip the language selection menu, users can also text SPANISH, FRENCH, ITALIAN, or SWAHILI to 44144 to get translations.

We encourage any curious developers out there to try their hand with Msgme’s dynamic content.  We’re excited to see what you come up with! Maybe we’ll offer some prizes to the coolest application, or even better, recruit you to come work with us.

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Editors note: Kurt is Senior Account Manager in Client Services @ Waterfall and is instrumental in keeping Msgme’s clients educated, informed and happy in all their mobile campaigning efforts. But without Vincent’s (superduper-not-too-loud-but-bangs-it-out-creator-of-software-and-services-of-mobile-and-crm-persuasion) help, Translate would never have seen the light of day. They make a good one-two punch. Chanjo! Chanjo!