Here's another TV show that is using the cell phone as a "remote control" for it's advertising campaign. When a viewer is interacting with a show via cell phone, this opens up the possibilities for the program's advertisers as well.
In this case the Discovery Channel and ipsh! are setting up a platform for other potential mobile campaigns on this network.
From WebWire ipsh! to promote Discovery Channel Series "I Shouldn't Be Alive" with mobile campaign
ipsh! , the North American leader in mobile marketing with over 500 implementations, is driving the mobile marketing campaign for Discovery Channel’s “I Shouldn’t Be Alive” series, which returns for a second season on March 10, 2006.
The mobile campaign features branded web pages, mobile wallpaper and ringtones promoting the channel’s “I Shouldn’t Be Alive” Survival Sweepstakes surrounding the program, as well as program trivia and text messages.
ipsh!, recently acquired by Omnicom Group, designed and is hosting a series of web pages that allow users to register for “I Shouldn’t Be Alive” text messages, and participate in an online and mobile trivia game, which automatically enters them into the show’s sweepstakes.
In addition, users can send text messages via discovery.com (and site ) to encourage their friends to participate and win prizes.
Users can also participate by texting "ALIVE" to 65579. By signing-up for the alerts, users (Cingular, T-Mobile and Sprint) can then download free wallpapers and/or ringtones. The online and text promotion of the “I Shouldn’t Be Alive” Survival Sweepstakes is part of Discovery’s overall marketing initiative in support of the series.
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