I have a friend Brandon who I thought liked McDonald’s filet-o-fish
sandwiches. I was so confident that I bet $20 on it. I lost that bet thus
proving that no one eats filet-o-fish sandwiches or at least anyone I know (Hey,
what kind of fish is it anyway?) Regardless, just in time for lent, McDonald’s is trying to get people try
its mystery fish sandwich as well as a double filet-o-fish with a new mobile
push. At Filetofish.com, you can download some lame wallpapers, dolphin song
ringtones (which would be extra annoying to my fellow morning commuters) and
games. Well the games look cool at least, especially The Fast and the Furious Tokyo. Consumers in 40 U.S.
markets will be able to sample the content by texting “FOF” to 37438. The company who developed it, iPlay,
has touted it as one of the largest mobile efforts of its kind. Maybe it might
even get people to actually order a filet-o-fish, but I wouldn’t bet money on
The women’s cable network Oxygen is launching a text-to-win trivia promotion today to promote its show The Janice Dickinson Modeling Agency. The network, whose viewers’ median age is 42, is trying to skew younger thanks to the male modeling show as well as The Bad Girls Club reality TV show. Oxygen Media rep Rachelle Savoia said, “we’re bringing the promotion to a different platform and targeting a different audience.” One of its first mobile efforts, the promo entails a TV spot running during each episode that asks fans to answer trivia questions. Once they text their answers, they are entered to win a 42” plasma TV. Oxygen hits 71 million homes.
Domino’s is among the brands (including Dell, Fromyouflowers.com and perhaps soon Levi’s) to give Mobile Campus’ service a whirl. Students at 11 universities can opt-in to receive text offers from retailers they are interested in. The company, which is talks with 100 other schools, also allows for colleges to push important information like class cancellations, last day for drops and other news. CEO George Tingo said his goal “is to reduce the cost of living of students as well as to provide them with relevant information.” At the same time he was quick to point out “the tremendous amount of discretionary spending” college kids have because after all the advertisers do like to make money. Like any program targeting students, this one’s success will depend largely on how cool or annoying they find it to be. Apparently, a recent Dell test was pretty cool. Dell shot a text message to 18,000 students across five campuses luring them to Dell.com with an array of prizes ranging from free ringtones to flat screen TVs. Some 5,000 students responded. Like any good CEO touting his company Tingo proclaimed Dell “generated greater response for a four-hour period using us than a 30-day traditional media buy.”