Flytxt, the wireless marketing expert and Curio - The Agency have today announced the kick off of their SMS campaign to promote Twentieth Century Fox's latest film release, 'Roadkill'. Flytxt worked alongside Curio to develop the interactive wireless campaign, which will run alongside traditional marketing media. The SMS campaign aims to build a pre-movie buzz amongst its target audience of 15-25 year olds in advance of the film's UK release on 26th April, ultimately driving box office sales.

Roadkill, from director John Dahl, is a thriller that centres around two brothers who play a mean-spirited practical joke on a trucker that backfires horribly. The mysterious trucker, who they know only by his CB handle, "Rusty Nail," goes further than they could ever imagine to exact his revenge.


The SMS campaign is targeted at 15-25 year olds and is being launched in cinemas this week (w/c 11 March) across national press, including The Sun, News of the World and The Mirror, below the line activity on 20 university campuses nationwide and online (www.fox.co.uk) plus a mix of guerilla marketing activity. Flytxt will also be using 20th Century Fox's existing mobile database to promote the SMS campaign. The film itself will also be promoted on radio and terrestrial and satellite television.


The SMS interactions are designed to communicate the essence of the film, that of fear and revenge and a prank gone horribly wrong, by challenging the target audience to text in their details to see if they can take on Roadkill's menacing lead character, Rusty Nail. Incentivised by the chance to win a trip to the USA the users will then take part in a personal dialogue with the man himself. In the run up to the film release, subscribers will also receive messages offering them free preview screening tickets and prompts to remind them to see the film when it is released.

Lars Becker, CEO of Flytxt commented:
"We are well placed to execute this campaign successfully because of our experience in promoting movies to the teen audience using SMS. Our previous experience with teen hits have demonstrated how powerful SMS is as a medium to create a real buzz around a film."