Mobile soap opera to expand reach with television drive

by Joe Lepper,, Brand Republic 19-Oct-04, 08:00

LONDON – 'TxtMsC', the mobile soap opera game in which the public is urged to respond to plots by text, is set to expand with a TV advertising push launching at the end of the month.

The game's creator, television and music video director Charlie Salem, has also devised and directed these latest ads, which are set to appear on E4, ITV2 and MTV.

The games feature a character called Miss Cellulite, queen of surburbia, who is played by Charlie's wife Ilana Salem.

Charlie Salem said: "This has been designed to be completely cross platform." He added that the game also offers a matchmaking element for users as well as the chance to win prizes.

The game was first launched on UK radio last year. Salem added that the game, which is targeted at middle-aged and teenage women, also offers opportunities for advertisers to gain product mentions within the game and for direct marketers to gain access to the database of users.

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