Guardian to launch crossword service for mobile phones
LONDON - Guardian Unlimited is to launch an interactive mobile crossword game at the end of July, backed by an integrated marketing campaign.
The media owner will email all customers and existing subscribers about the new puzzle, which will be available to players with java-enabled handsets, and is planning an extensive promotion on its website.
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The media owner is also planning a stunt outside Victoria train station involving a massive crossword and will be encouraging commuters to fill in the clues.
Mobile crossword users will be given a keyword to text to a shortcode to access a 48-hour free trial of a cryptic or quick crossword.
Players can download the puzzle and use keys on their handset to fill in the clues.
They will then be able to access the service on an ad-hoc basis for 50p a day, or subscribe for £5 a month, or £45 a year.
Guardian Unlimited will be actively promoting both free trials to daily players, and encouraging occasional players to subscribe monthly.
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Guardian Unlimited: Crosswords on phones
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