Flytxt today announces a significant customer win and a move into the broadcast arena with the launch of Channel 5's Movie Bonanza initiative. Enabled by Flytxt, Channel 5 launches its first text messaging (SMS) campaign in a move to build an interactive dialogue with its viewers, drive viewing share to specific blockbuster movies and also be at the forefront of cutting edge technology in the increasingly competitive broadcast industry.

By implementing Flytxt technology, Channel 5 will give its viewers the option to subscribe to the Channel 5 Movie Bonanza SMS channel. Subscribers will be kept informed about selected movies that are part of the Movie Bonanza. They will also receive a movie related question on their mobile phone during the film, so that they can answer on receipt for the opportunity to win a cash prize. Channel 5 chose SMS because it is a unique medium to establish a time sensitive and personalised dialogue with their viewers, and to create a close and regular relationship, which is ongoing throughout the Movie Bonanza campaign. This initiative will run parallel to a television advertising campaign.


This deal positions Flytxt as a major player in this emerging market. Its success with campaigns such as Smash Hits and EMAP have demonstrated that Flytxt is becoming the company of choice for anyone who wishes to run a wireless campaign to build an interactive dialogue with their customers. Flytxt has developed cutting edge mobile technology and brings this together with consumer marketing expertise. It has engineered a technology system that is capable of handling massive campaigns with millions of customer interactions per day.

Lars Becker, Chief Executive of Flytxt, said: "Request-based wireless marketing has incredible potential for campaigns such as this. Channel 5's groundbreaking campaign is an instance of next generation interactive marketing that is bringing together traditional media with cutting edge technology We are pleased to be working with Channel 5 on this innovative move."

Wireless marketing is one of the fastest growing business segments within the wireless Internet. Recent IDC statistics demonstrate that this is going to be a huge growth area, as 700 million messages are being sent every month in the UK, with 30 million mobile phones used currently in Britain.