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Lifetime Television and Telescope Roll out 'Text Pink' Mobile Program to Support Breast Cancer Awareness.
WIRELESS NEWS-(C)1999-2007 10Meters - http://www.10meters.com
Lifetime Television and Telescope, a company offering media solutions, have teamed to deliver a mobile marketing campaign for Lifetime's 13th annual 'Stop Breast Cancer for Life' program, which runs through the end of October.
Mobile subscribers can text "Pink" to the short code L-T-I-M-E (58463) to send words of encouragement or names of loved ones affected by breast cancer and they will appear both online at Lifetimetv.com and in text-to-screen on Lifetime Television.
In addition, in an effort to raise funds for the cause, a $2.99 premium charge for one month provides consumers with exclusive access to content including celebrity tips from the likes of Fran Drescher, Daisy Fuentes, Whoopi Goldberg, Patti LaBelle, Ricki Lake, Reba McEntire, Mya, and Holly Robinson Peete. All of Lifetime's proceeds are donated to breast cancer awareness charities.
Telescope has been providing Lifetime with mobile marketing and participation services since 2005 and initially launched the breast cancer mobile marketing campaign in 2006. The 'Text Pink' program is another example of how broadcasters are embracing mobile marketing to develop relationships with their viewers and tailor specific interactive messages to an audience. In addition, the use of premium text messaging is an example of how revenues can be generated for a cause-marketing program.
"With texting 'Pink' (to LTIME or 58463), Lifetime ...
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