UIP has chosen Flytxt to manage and execute ‘chick flick’ campaign for Paramount Pictures. United International Pictures announced the launch of its mobile marketing campaign promoting the launch of Paramount Pictures’ new ‘chick flick’ movie release, ‘How to Lose a Guy in 10 Days’. UIP has chosen Flytxt, the wireless marketing expert, to manage and execute the campaign, which launches on the 6th April ahead of the UK and Ireland release on the 18 April.

UIP specifically aims to target female cinemagoers through the campaign, by encouraging them to text in to a number displayed on the posters advertising the new release, to complete challenges which test if their guy really loves them.

Participants then receive daily texts on each of the 10 days leading up to the movie’s official release date. Participants who complete all 10 challenges, will then automatically be entered into a draw, where a winner will be randomly picked to fly to Milan for a makeover.