Flytxt, it is to run a Valentine's Day campaign for its loyal SMS database of 54,000 readers. J17, Emap's magazine for 'cheeky girls', today announced that, together with its wireless marketing provider, Flytxt, it is to run a Valentine's Day campaign for its loyal SMS database of 54,000 readers. SMS club members get the chance to send their Valentine one of a choice of three personalised Valentine SMS logos for their mobile phone screens.

The objective of the campaign is to reward J17's loyal database of readers, as well as incentivise friends of J17 club members, to sign up to the club themselves. On the 14th February, J17's database will receive a message asking if they want to send a valentine logo to their Valentine.

Readers simply type in their friend's mobile number, together with their choice of a) a winking eye, b) a flower or c) a pair of puckered lips. The logo descriptors are as follows: the first is a pair of eyes, winking and saying "someone's got her eye on you!" The second has a little flower with a few petals that have fallen off, saying "She loves you...loves you not. She loves you!" The third has a pair of lips that kind of look like a lipstick mark saying "Pucker up, someone fancies a snog!" These will then duly be delivered to their Valentine on the 14th.

After the campaign has run, the list of Valentine's numbers will be checked against the J17 SMS club database. Those Valentine's who are not club members, will then receive an invitation via SMS to join the J17 club. J17 envisages, that while a percentage of logos will be sent to real Valentine's, readers are as likely to send a 'cutty' logo to their girlfriends, thus capitalising on the opportunity to grow the database.