| Hachette Filipacchi UK eyes teens with mobile offensive |
| Thursday, 01 July 2004 | |
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Precision Marketing - Publishing giant Hachette Filipacchi UK is stepping up its mobile marketing to boost insight and loyalty programmes and build a dedicated reader database. The company, which publishes 245 titles including consumer magazines Elle and TV Hits, has charged mobile marketing agency Flytxt with devising SMS activity. The work is expected to include mobile-based cover-mount initiatives, as well as additional mobile content. The campaign will run across nine titles, including teen magazines Sugar and ElleGirl.Helen Maxfield, marketing manager at Hachette Filipacchi UK, says: "Mobile is a significant youth domain and especially relevant to our teen portfolios. The opportunities for using mobile as a marketing device are vast." Meanwhile, Capital Radio, which owns brands including Xfm and Century Network, has also appointed Flytxt to bolster its mobile marketing strategy. Flytxt replaces O2. Capital wants to offer more complex competitions with data-capture elements. Tom Laidlaw, head of mobile and interactive, comments: "Our focus is to integrate programming, marketing and commercial activity through a single platform." © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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