The Apprentice /Gillette mobile marketing story has another twist.
A PP reader emailed me a link to enter Gillette's Fusion Sweepstakes
The "5 Days In New York Sweepstakes" allows you to enter online AND you can also gain more entries from your cell phone.
If you enter your cell phone number, they will send up to 5 text messages through march 13, 2006 for special bonus entries.
I click on the site, register online and then give my cell phone number for more entries.
A minute later, I get a text from 65579 saying I am subscribed for Apprentice/Fusion alerts.
Here's the problem, 65579 short code is registered to ipsh! The text I received on the day of the show was 36617, Hip Cricket's.
To find out who owns a short code just Google it or go to OTAir
I don't get it. Was Hip Cricket in charge of the text message platform for the task day, and then ipsh! took over Gillette's mobile marketing campaign?
(I received a call from ipsh! confirming they are handling the mobile marketing campaign for Gillette Fusion)
Either one of these companies can clarify this if they want.
The sad thing about this mobile campaign is that is getting more attention from a primative blogger than from millions of TV viewers.