British broadcaster ITV has incorporated mobile marketing into its upcoming ITV Broadband portal, according to Mark Sweney at the Guardian. “The first deal, being launched through a partnership with Eagle Eye Solutions, will see short codes run in commercials that allow viewers to get a ‘mobile coupon’ that can be redeemed at retail outlets.” The system uses the existing infrastructure, with the consumer typing in the 8-digit code they received on their mobile into the credit card reader. (release)
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