16th May 2007
thelondonpaper launches first mobile drive to stir reader debate
News International daily thelondonpaper is launching its first mobile drive to encourage reader interactivity and stir debate among Londoners.
Mobile marketing solutions provider Sponge has been appointed to supply and run the platform, which will enable readers to share their views and make it easier for them to respond to content in the paper.
thelondonpaper, which launched last September, originally set out to provide a platform for all Londoners to talk to each other.
“The biggest advantage of using this medium is that it will promote reader interaction,” said a spokesperson at thelondonpaper. “The paper is not just about what’s going on in London; it’s also about what Londoners think.”
SMS prompts are peppered throughout the paper, and Londoners can text shortcodes to respond to letters, stories, general issues and competitions.
“Text shortcodes are a hassle-free call to action for busy commuters,” said Douglas McDonald, Client Services Director at Sponge. “If someone feels strongly about a story they’re reading or a general issue, they can share their opinion with thelondonpaper the moment they feel compelled to from their mobile handset. Mobile will make it easier for thelondonpaper to get readers involved because it’s such an immediate medium.”
