| SMS club to promote children's books |
| Sunday, 21 August 2005 | |
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Electric News - HarperCollins Children's Books is turning to SMS to promote its latest titles, with the launch of a mobile club in the US. The book publisher has teamed up with mobile marketing firm Flytxt to start up the "Meg Cabot Mobile Club", a text messaging programme that will promote the author's popular titles, using Flytxt Direct, which will allow it to target specific consumer segments and send messages to users based on factors such as their geographic area, preferred book titles, age, and more. It will also market and sell a variety of mobile content. The mobile club will provide SMS-based promotions such as sweepstakes, text-based trivia campaigns, screensavers and VoiceTones from the author, and will act as an interactive channel between younger readers and the author. HarperCollins also plans to run advertisements supporting the launch of the club on websites aimed at teenagers."Meg Cabot Mobile helps us to extend our Meg Cabot brand by creating an exciting and new interactive relationship with our readers," said James McKenzie, HarperCollins Children's Books director of online marketing. "HarperCollins Publishers is the perfect type of company to implement a mobile marketing campaign, because they have an extensive amount of dynamic content that targets a younger, active, on-the-go audience," said Carsten Boers, co-founder and CEO of Flytxt. © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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