March 2, 2003
Free ringtones in magazine promotion
Emap, publisher of British weekly celebrity gossip magazine «Sneak», is offering it's teenage readers free ringtones of their favorite pop stars. Members of Sneak's growing SMS Club will receive an SMS alert right before the magazine hits the stands, so as to be the first to respond to an ad, and text in "tune" followed by the name of their favorite popstar, according to an article in Revolution Magazine.
Emap partnered with wireless marketing agency Flytxt for this campaign as well as for the launch of the magazine last April, where they built a buzz around the launch and gave potential Sneak readers the chance to experience the magazine before they bought it.
The launch campaign involved ads, which invited readers to text in questions about their favourite celebrities to receive up-to-the-minute gossip.
Flytxt's database held the latest news on over 100 of the most popular celebrities and based on an intelligent response technology, was be able to reply to the readers' questions with the most relevant gossip.
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