Maxim.com Launches BK-Sponsored Mobile Platform
Dennis Digital today announced it’s releasing a daily version of its leading men’s brand Maxim to the mobile space, with Burger King serving as the site’s launch sponsor. The fast food chain will thereby provide banner ads linking to its own mobile web site, http://wap.bk.com.
According to the release, the Maxim WAP site, which was developed with mobile marketing firm Starcut, will feature daily videos, jokes, photos, and entertainment, and is specifically designed for mobile phones–accessible from, and supported by, all makes and models of Web-enabled mobile devices.
“The Maxim mobile web site enables guys to get their fill of our entertainment ‘bites’ anytime, anywhere,” said Russell Kern, director of business development for Dennis Digital, in a statement. “We recognize that the mobile web is still in the early stages here in the U.S., however, the Maxim audience leads the way in new technology adoption.”
Users can access the Maxim mobile site by either typing in mobile.Maxim.com onto their cell phone browsers or text keyword WAP to shortcode MAXIM (62946) to receive a text link on their cell phones. In addition, the Maxim WAP site will be promoted in Maxim’s print magazine and its web destination Maxim.com. The portal will allow users to enter their cell phone number, which will generate a text message creating a passageway for them to directly access the mobile site.
According to Dennis Digital, BK is the first of several sponsors in talks to commit sponsorship to the Maxim WAP site effective in 2007.
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