October 9, 2003
Advertisers get product placement ops in mobile soap
As reported last month, the sequence of events in the new UK soap opera called «InYrShoes», is decided by viewers through text messaging, with fans being able to keep up with the soap's development by SMS updates or through photostrip multimedia messages sent directly to their cell phones.
Now, according to Revolution Magazine, "advertisers will also be able to get involved by having their products mentioned or ads tracked in the storylines, with the airtime sales company Guerillascope selling space on the soap".
"There's been no shortage of advertisers willing to fund or sponsor a unique series like this -- whatever the theme, sport or aimed at women.' David Yorath, managing director of Guerillascope, said. "It's the perfect research tool for the client and an innovative use of cross platform functionality via mobile," he added. "
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