Mobile phone users and Stephen King fans can now take advantage of a new marketing campaign designed to allow King's publisher, Scribner, to interact with a targeted audience for King's new book, Cell. Teaming up with mobile marketing provider Flytxt, Scribner has developed an exclusive text message mobile marketing program that, through phone, interactive online and print advertising, will provide supplemental content that lets fans expand their experience of Cell beyond the printed page. By Jodi Harris.

To kick off the promotion, Scribner notified mobile phone users nationwide, via text message, of the chance to join the Stephen King VIP Club. Club members receive a voice message from Stephen King, as well as weekly text messages promoting trivia, sweepstakes, polls and more. The campaign will also feature a series of animated, interactive ads on Yahoo!, directing viewers to the the official website of Cell: cellthebook.com.

"When Stephen delivered the manuscript for Cell, it cried out for a campaign utilitzing mobile phones," says Scribner Executive Vice President and Publisher Susan Moldow. "Our cellthebook.com campaign is a natural marriage of content and marketing...allowing us to communicate with readers in a way that is fun and technologically appropriate for the subject."

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