Abstract
Explains why mobile phone text messaging is so popular with children; linking with peer groups is the main reason, as it satisfies the basic human need for community in a world of freedom and potential isolation. Shows how media brands are creating interactive channels which give marketers new ways to communicate with their target markets; the personal space of the mobile phone allows marketers to extend on‐air sponsorship or advertising. Presents case studies to illustrate this, both of which involve mobile phone databases to promote records: the wireless marketing campaign for Oxide & Neutrino by East West Records; and the “Top of the Pops” magazine text club, which is operated by BBC Worldwide to link children with their media.
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