Mad.co.uk - British Airways is sponsoring EuroPride 06, Europe’s largest gay and lesbian cultural celebration which takes place in London this Saturday (1 July). The airline has struck a deal with Flytxt and ActiveMedia Technology to deliver mobile tickets for entry to the BA Chill Out Lounge in Leicester Square during the event.

Procter & Gamble has introduced an SMS component to its Crest brand advertising. It's the opening act of what looks to be a centralized push in the wireless space, which will eventually extend to other of its brands.

Cincinnati Business Courier Procter & Gamble Co. is launching a marketing campaign that involves bars, singles and mobile phones.
The promotion, for Crest Whitening Plus Scope Extreme Toothpaste, involves consumers in a text-messaging game through London-based Flytxt Inc., a firm that specializes in mobile marketing. It is the first in several campaigns the companies plan to launch, this one being in partnership with author and relationship expert Samantha Daniels.

Years ago, there was a joke about the article most likely to be found in the relentlessly upbeat Reader's Digest magazine: "New Hope for the Dead." Today, it is magazines and other print media that are widely perceived to be hopelessly at death's door.

Virgin Mobile, working with Flytxt and ActiveMedia Technology, will reward loyal England fans travelling to Germany with a free post match meal as part of a mobile initiative to encourage customer loyalty.
Fans on the Virgin Mobile network staying at the England fans' campsite in Achern, Germany, will be invited to text the word 'kebab' to 26666 to receive a mobile voucher entitling them to a free meal upon redemption of the voucher.