The movie Mr Bean’s Holiday is running a mobile marketing campaign in the UK — but for once it’s not based on Bluetooth. The promotion involves having punters take a picture of a poster of the movie with a Snap Happy logo (a system run by Magnet Harlequin) and sending it via SMS to a number. Snap Happy automatically detects the type of phone and then offers free ringtones, wallpapers or video from the movie. A good effort, although it will require a lot of education for people to know to what to do.
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