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Using text messaging technology from UK-based m-Wise as part of an agreement with Carlton Interactive, the show offers viewers the chance to sign-up for show alerts, receive news updates and play 'Survivor' trivia quizzes for prizes via SMS messaging. Users participate by sending a text message with the word 'SURVIVOR' to 8700.
The service is currently available to Vodafone subscribers in the UK, it cannot be accessed in Ireland.
M-Wise explained that this form of interactive SMS messaging differs from other SMS services because it enables users to have a dialogue or session of text messaging, where they can play games and win prizes.
"It's an exciting new model of digital merchandising for the entertainment industry," Leora Penchina, business development manager with m-Wise told ElectricNews.Net. "What we view as important is that the service provided must be interactive, entertaining, and fun. We are capitalising on the reasons why mobile phone users like SMS, they find it entertaining."
Carlton Interactive has also produced the ITV 'Survivor' Web site, which has exclusive video content that is only available on-line. Users can obtain the access code to view the content via SMS, by sending a message with the word 'WEBCODE' TO 8700. Users then pay for the content through their mobile phone bills.
"M-wise are using reverse charge SMS as a micro-payment to view digital media content. It offers customers the instant gratification and access they are looking for," Penchina said.
SMS is quickly becoming an incredibly popular tool for the entertainment and advertising industries.
April saw the launch of an interactive SMS service from Riot Entertainment through which users could communicate with "Bridget Jones" and the service coincided with the release of the film 'Bridget Jones's Diary.'
Additionally, in early April Puca Technologies launched an interactive text messaging (SMS) promotion in conjunction with Ritz. The companies described the "Ritz Pearfect World" competition as "Ireland's first interactive text messaging promotion."
Gartner and the GSM association both claim 15 billion text messages were sent worldwide in December 2000, and almost all research companies who study the technology estimate massive growth for the tool.
Mobile Lifestreams, the mobile technologies research company, predicts that 62.45 billion will be sent in December 2002. The statistics also show that 27 billion of those messages will come from the EU compared to just 7 billion from North America.
M-wise sees interactive SMS as an important revenue stream for entertainment companies. M-wise operates the service in other sectors also, including mobile travel, betting and gaming.
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