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FX Creates Mobile Portal Hyping New TV Season

Written on
September 6th 2006
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To kick off its new television season, FX has created a mobile content portal using Cascada Mobile technology to drive its mobile marketing initiatives. The FX Mobile Portal is designed to boost awareness of FX series with show information, cast details, summaries, images, and downloadable content.

Viewers receive the FX Mobile Portal by texting “NIPTUCK” to FX (39638). Once the portal has been downloaded, the content can be referred to others by entering a friend or family member’s phone number. The viral service is enabled with Cascada Mobile’s TAG service.

“Cascada Mobile provides the technology that powers our viral mobile marketing initiatives,” said Monica Koyama, vice president of Creative Services at FX. “We can now reach as many interested viewers and fans as possible and provide personalized mobile content that extends the viewing experience to the palms of our viewer’s hands.”

Neil Closner, President of Cascada, added that, “With their mobile portal, FX is not only leading through innovation, but also strengthening brand recognition. By combining mobile marketing with word of mouth referral, FX can cost effectively grow their fan base and take advantage of the natural capabilities of viral referral to ’spread the word’.”

The FX Mobile Portal will provide information on Season 4 of the hit show “Nip/Tuck,” premiering this week, along with “It’s Always Sunny in Philadelphia,” “Rescue Me,” and “Black.White,”. The Portal is also updated automatically with content as new programming information is made available.



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