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Tanla Mobile to handle mobile campaign for Desperate Housewives DVD

31-October-2007
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Tanla Mobile to handle mobile campaign for Desperate Housewives DVD

Film and DVD promotions agency Lime Communications has appointed Tanla Mobile to run a mobile campaign to support the forthcoming release of the latest Desperate Housewives DVD by Walt Disney Studios, ‘The Dirty Laundry Edition’. The ‘Text to Win’ contest, designed by Lime Communications, is being run in partnership with Reckitt Benckiser, which will promote the DVD release across 3.4 million packs of its Vanish and Woolite brands, in the UK.

Tim Hook, Account Manager, Lime Communications, said, “Tanla Mobile has always demonstrated a commitment to service, combined with a highly efficient and cost effective platform for delivering these kinds of large scale mobile campaigns. It is vital to be able to work with a partner who can effectively manage the communication with consumers who are entering the contest, and also the selection of winners in a transparent way. Tanla has an excellent track record on both counts.”

“This is a superb example of how well-run mobile campaigns can add great value to a high profile DVD release such as this. Working with Lime Communications and global brands such as Disney and Reckitt Benckiser underlines the effectiveness of the Tanla Mobile platform to deliver mobile campaigns which reach millions of people,” added Gautam Sabharwal, Director, Tanla Mobile.

For the campaign, the consumers have to submit a text message with their name and postcode to a short code number printed on each pack of Vanish and Woolite, and all entrants and selection of winners will be managed using the Tanla Campaign Manager platform. Prizes including copies of the show’s DVD, a Mazda MX5, trips to Los Angeles and washing machines will be selected at random on each day of the promotion and awarded daily to a winner, also selected at random from the entrants received the previous day.

The campaign will also be supported across major supermarkets and grocery stores in the UK via point of sale promotion, besides substantial advertising and media spend. Desperate Housewives ‘The Dirty Laundry Edition’ DVD goes on sale in the UK on November 5, and the contest will go on till February 28, 2008.

Based in Hyderabad, Tanla Mobile is a leading innovator of next-generation mobile application solutions, m-commerce and interactive services. It works in partnership with global mobile operators across Asia, Europe and North America to deliver and bill mobile content over SMS, WAP, MMS and video, among others. Tanla is currently in process of expanding its global operations, having already established offices in London, New York and Singapore.

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