Flytxt has been appointed by Selfridges to handle the SMS technology for the auction of a ‘one off’ body cast of Elle Macpherson.

Wireless marketing expert, Flytxt has been appointed by Selfridges to handle the SMS technology for the auction of a ‘one off’ body cast of Elle Macpherson. She took part in a live body cast in Selfridges’s Oxford Street window on Wednesday 21st May, as part of Selfridges month long spectacle Body Craze. Passers by will be invited to text into a short-code provided by Flytxt, and place a bid for Elle's body cast, the auction will run from 28th - 31st May. The text messages will be charged at a premium of 50 pence, with all funds raised going to Elle’s charity, Ark.

Prompts displayed in the shop windows will invite passers by to text in their SMS bids and dot matrix will display bidding prices in real time. This information will be provided by Flytxt, keeping passers-by up to date. The bidder will receive a confirmation text once a bid is placed and at the close of the auction, Flytxt will inform the highest bidder that they have won. Flytxt will also alert losing bidders automatically via text, giving them another opportunity to win by placing a higher bid.