Real Simple, a leading Time Inc. women’s lifestyle magazine, announced today it has selected Flytxt, the leading mobile direct marketing company, to run an AVEENO® SMS product giveaway. This is the first in a series of mobile marketing campaigns planned for Real Simple’s advertisers using integrated short message service (SMS) messages. 

Real Simple designed the AVEENO campaign to maximize their advertiser’s investment and increase brand awareness by providing consumers with a SMS-based product giveaway promotion.
   
“We always look for innovative ways to enable our advertisers to engage and attract their consumers.” said Peter Kaye, VP Marketing and Brand Strategy, Real Simple. “Allowing consumers to request a sample via text message is simple and clever – that’s what Real Simple is all about and that’s why it’s a smart option for our readers.”

Real Simple readers request the AVEENO product giveaway by texting “AVEENO” to US short code 58585. Once an SMS is received, the consumer will receive a message requesting their full mailing address.  The consumer will receive the AVEENO product within 30 days by standard post. The campaign is planned to run until December 20, 2006.

“Real Simple is very progressive in recognizing the opportunity that mobile offers,” said Carsten Boers, President, Flytxt. “This campaign is a good example of an easy application that provides clear value to the readers and the advertiser. You will be seeing a lot more of this.”

About Real Simple
Real Simple launched in March 2000 and has quickly become one of the industry’s biggest success stories.  Over the past six and a half years, the magazine has struck a chord with busy women looking to make life easier, currently reaching 5.8 million readers per month.  Real Simple is the recipient of numerous accolades, including four National Magazine Award nominations, as well as being named Advertising Age magazine’s “Magazine of the Year,” and attaining the #1 position on Adweek magazine’s prestigious “Hot List” in both 2004 and 2005.

Real Simple is currently expanding its brand premise, “life made easier,” to other platforms, including books; international editions; a television show, which premiered on PBS in January, 2006; and two innovative product lines available at Target.