Macmillan Children's books, part of Pan Macmillan, the global publishing group, today announced that to promote the release of its new series of books, 'The Princess Diaries' it has turned to text, the primary communication tool of its target audience. Macmillan has enlisted the help of Flytxt, the wireless marketing expert, to create the 'Princess Diaries Princess Club', a permission-based, interactive SMS club. The SMS club will launch on the 27th August, in advance of the latest instalment of 'The Princess Diaries' launching in September.

Emap, together with Flytxt, its preferred SMS supplier, today announced the launch of Sneak's new premium rate celebrity gossip SMS service. The service, which is available from the 20th August, will help Sneak readers stay ahead of their friends, by giving them access to up-to-the-minute gossip on their favourite celebrities. Readers subscribing to the gossip service via adverts in the magazine will receive two of the hottest rumours on the celebrity scene each week at a cost of 25 pence per message.

Could street-corner fundraisers rattling tin boxes become a thing of the past as charaties look to drive donations with new technology such as SMS? They say charity begins at home, but increasingly, modern non-profit organisations would like it to begin on the home page.

Metrodome Distribution, the independent film distributor, today announced that it, together with Flytxt, the wireless marketing expert, has launched an interactive wireless marketing campaign to promote the
new action-comedy 'The Wash', staring Snoop Dogg and Dr. Dre. The campaign, which kicks off today,
aims to drive footfall to the film's release on 9th August 2002.

TChannel 4 Marketing today announced the launch an Indian themed wireless campaign together with Flytxt, the wireless marketing expert, and in association with Cobra beer. It forms part of the Channel's Indian Summer campaign to promote the 4 England v India tests.

One of the largest drinks sales promotions to hit the country this year.  With the World Cup over, you might be forgiven for thinking we would see the end of football fever in the UK, but WKD, one of the UK's leading packaged premium spirits (PPS) sees it differently.