Red Fig Launches Mobile Backchannel Service

Red Fig LogoRed Fig is a UK company focusing on interactive TV, has launched a service designed to support TV ads through mobile phones…”The service is centered on the creation and delivery of WAP or Java branded content microportals, dubbed “MiAds.” Consumers will first be invited to respond to TV commercials (brands will also be able to use the service to enhance and add interactivity to their radio, print and outdoor advertising) by texting a keyword to a shortcode; then, by following what Red Fig says will be “some simple steps,” they will be able to access the MiAds, which will feature images, videos, and live newsfeeds, and which will allow them to request additional information and download supplemental content.”
All this is pretty straightforward — the concept will allow advertisers to personalize their messages as well as keep track of detailed customer data and how successful specific ads are. The key is really the execution of the concept. This could hopefully lead to some innovative content on the mobile…it will have to offer the user something for them to keep involved with the WAP site.
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