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Article: 20th Century Fox bolsters SMS activity with Roadkill campaign. (News).(short message service)(Brief Article)
- Article from:
- Precision Marketing
- Article date:
- March 15, 2002
CopyrightCOPYRIGHT 2002 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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20th Century Fox is to increase its reliance upon SMS messaging with a multichannel campaign for its new 'thriller' Roadkill.
The campaign, created by Curio and Flytxt and aimed at 15 to 25-year-aids, invites recipients to text in their details to see if they can take on 'Rusty Nail', the film's main character.
The initiative will be launched in cinemas this week as well as featuring in
national press and as part of the company's online and guerrilla marketing activity.
Clare Tyler, marketing manager of 20th Century Fox, says: "We've not used an SMS call-to-action from day one of a creative ...