LimeLife’s Double Promotion

Limelife LogoLimeLife, a mobile games company which targets women, is launching two promotions for its two services in a bid to build an audience that starts with LimeLife when they search for content. “The two promotions reach out via different media. One is mobile itself, running on Cingular’s deck; the other is centered around the company’s Web site. The aim is to get women familiar with LimeLife’s mobile games and content. Some of LimeLife’s mobile software is pay-for-download, while some is sponsored by advertisers, including Procter & Gamble. The company is also producing content in association with traditional media companies, such as Time Inc.” In addition to games (eg “Girls’ Night Out BlackJack” and “Hollywood Hangman”) LimeLife offers recipes, entertainment news, fashion tips, a subscription-based SMS program of horoscopes and “Vitamin Me,” a daily pep talk or inspirational message, among others.
I was dubious of LimeLife’s chances in targeting the female market — sure, they buy more games, but in general they seemed to be able to find what they want on the carriers decks (after all, it’s the popular games that get pushed to the top). However the company isn’t being staid when it comes to running the business. Selling their wares both on the carrier deck and direct to consumer gives them options with getting and keeping customers, and offering ad-sponsored games as well as paid-downloads attracts both markets. No-one is really sure which method is best, but I suspect giving consumers the choice is the best idea.
LimeLife may not be the only company doing this sort of thing, but there are many who aren’t including big players like EA.
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LimeLife Secures $10 Million Series B Financing
What Women Want From Mobile

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