Advertisers get product placement ops in mobile soap

by Jennifer Whitehead,, Brand Republic 09-Oct-03, 08:00

LONDON - Relief is at hand for soap opera fans who find themselves shouting at their screens over the antics of their favourite characters -- a new soap where users decide what happens via mobile phone.

'InYrShoes' has been devised by Charlie Salem, a games designer. It features a character called Miss Cellulite, rap queen of suburbia, who is played by M&C Saatchi copywriter and TalkSPORT host Ilana Salem -- who is married to Charlie.

Miss Cellulite continually faces dilemmas, and the soap's fans can then text their ideas for what they think should happen next. Using bespoke software devised by mobile billing company PlusConnect, the answers to these and other research solutions are analysed and extracted for use by clients and winners.

So far, the programme has reached users via TalkSPORT, but themed variations of 'InYrShoes' are now in the pilot stage for broadcast on Granada and Live! TV, in one-minute mini-soaps that will hopefully screen as part of the existing programming once the content is approved as part of the schedule.

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.

Salem said that the programme was designed to capitalise on the popularity of texting, with more than 1.1bn text messages sent each month.

"I've done lots of games but the search is always on for one that effectively plays itself. It generates a life of its own and becomes more of a tool that allows people to collaborate and communicate with each other rather than just compete," Salem said.

Participants are in the running for prizes, or for their 15 seconds of fame, if the suggestion they have texted in gets read out on air.

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