Flytxt launches this week with the first major campaign by a leading UK media company into request based wireless marketing. Enabled by Flytxt, EMAP Performance Network will be launching an interactive text messaging campaign at this week's Smash Hits concert as part of a customer acquisition and retention strategy to strengthen its position within its target market.

Teenagers can sign up to the Smash Hits' exclusive club by sending a text message (SMS) from their mobile phones. Smash Hits will therefore be able to engage in an interactive dialogue with its readers, while teenagers can stay up to date with the latest news about topics they care about. This is the first in a series of customer wins for wireless marketing enabler, Flytxt, whose technology enables businesses to run interactive marketing campaigns over mobile devices. The flytxting campaign kicked off on the 28th November at the Smash Hits concert and will continue at each concert leading up to the Poll Winners' Party on the 10th December. Those that sign up for the Smash Hits exclusive club will receive pop news and will participate in interactive games over text messaging.


Flytxt has developed cutting edge mobile technology and brings this together with consumer marketing expertise. Flytxt has engineered a technology system that is capable of handling massive campaigns with millions of customer interactions per day. Flytxt is also partnering with marketing agencies, enabling them to deliver wireless marketing campaigns on behalf of their customers.


Wireless marketing is expected to be one of the fastest growing business segments within the wireless Internet. Ovum predicts that the industry will grow from an estimated $2 million in revenues in 2000 to $16 billion worldwide by 2005. Flytxt's technology means that media, consumer goods, entertainment and financial services companies will be able to run wireless marketing campaigns that generate higher response rates, allow for greater personalization, and result in lower customer acquisition costs than traditional offline methods.

"The launch of Flytxt marks a major step in the development of the use of wireless technologies. This is an incredibly powerful new medium. Integrated with traditional advertising and marketing techniques it provides for a whole new level of customer interaction. It's great to work with a visionary company like EMAP to help them to deliver the power of this new medium," said Lars Becker, Chief Executive of Flytxt.

Stephen Palmer, Marketing Director of the EMAP Performance Network, said: "EMAP prides itself on being a leading innovator. We have recognised that the meteoric rise of text messaging has opened up a new channel for us to communicate with our readers. We chose Flytxt for the Smash Hits trial as they demonstrated that they combine strong marketing know-how with a reliable technology platform to deliver a ground breaking campaign that would suit our needs."

About Flytxt

Flytxt is a wireless marketing enabler. Flytxt's technology enables businesses to run interactive marketing campaigns, promotions, customer management applications and advertisement over mobile devices. The technology platform also tracks and reports on the effectiveness of the different marketing tools. The company primarily targets customers in the media, consumer goods, entertainment industries and financial services, either directly or indirectly through partnerships with marketing agencies. Flytxt was founded at the beginning of 2000 by a group of technologists, marketing experts and ex-venture capitalists. Flytxt secured a €2 million funding package in July 2000 from international venture capitalists IVC and Mars Capital as well as a host of high profile business angels.
Consumer Site: http://www.flytxt.com


About EMAP Performance Network

Smash Hits is part of the EMAP Performance Network, which includes Big City, Magic and the Kiss radio networks, music television channels, including the UK's number one The Box, and music magazines Q, Mojo, Kerrang!, mixmag and Select. Performance comprises the world's most potent mix of music-oriented brands, and the best commercial platform in the UK for introducing new pop music. These brands work closely together, including thunderous cross-promotion. They are a powerful launch pad for CD compilations, club nights, concerts, music rights and Emap's online businesses.