Top Gear uses mobile to reach potential subscribers

by Daniel Farey-Jones, Brand Republic 30-Nov-05, 07:00

LONDON - Top Gear magazine is trawling for new subscribers via a mobile marketing initiative including a free DVD promotion.

Top Gear publisher BBC Worldwide has engaged mobile marketing agency Marvellous Mobile for the campaign, which starts on Saturday.

Press ads for the subscription offer will carry a "text keyword to shortcode" call to action, which will be answered by a Wap link. The first ad will appear in Saturday's Sun, beneath Jeremy Clarkson's motoring column.

Paul Berney, business development director at Marvellous, said: "The Top Gear audience is very technology literate, and is comfortable using mobile interactivity when they're away from their PCs, so mobile can really capitalise on the moment of impulse."

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