WirelessWatch for June 27, 2003

Flytxt Tapped by Motorola for SMS Motomash Promo

Flytxt has been tapped by Motorola to run an SMS promotion for MTV’s Motomash DJ events. The promotion aims to create awareness and drive foot traffic to the events, sponsored by Motorola and held at Top Man retail outlets across the U.K. beginning on July 14.

Posters advertising Motomash have been put up in major British cities, encouraging consumers to text in for more info. Once they do so, mixology fans receive more information about local events and can download free ringtones. The promotion is part of a larger ongoing campaign.

Aussie Marketing Body Adds SMS Code

The Australian Direct Marketing Association (ADMA) has launched a new code of practice for SMS marketing. Members of ADMA have agreed that marketers preparing to send promotional text messaging campaigns must acquire express consent from recipients before launching a campaign. The rules apply to any ADMA member using a wireless marketing technology.

“These new media are highly personalized in nature, so their commercial use demands a higher degree of self-regulation by business,” said ADMA CEO Rob Edwards. “ADMA members understand they can only be successful as marketers if consumers are prepared to welcome their offers.”

Edwards went on to say that the new code also offers increased protection for children, who are among the earliest adopters of wireless media.

Yamaha Markets Ringtones

Instrument maker Yamaha is launching its own line of cell phone ringtones for Verizon Wireless’ Get It Now subscribers. Get It Now users can download the ringtones, choose songs, play demos and make purchases directly from their
phone.

Mobile data developer Moviso created the application and secured distribution through its relationship with Verizon Wireless .

“We have seen increasing demand for personalization of wireless phones, and
this relationship with Yamaha and Moviso enables us to continue to bring
that technology to our customers,” said Jim Straight, president of
wireless data and Internet services for Verizon Wireless.