Genie And Nightfly Form Youth Marketing Agreement

Genie, the mobile internet business of BT’s mmO2, has formed a joint marketing agreement with Nightfly, the wireless media channel which is a subsidiary of drinks company Diageo. the deal will see mobile advertising and promotion-based campaigns delivered across their collective user bases, with both companies taking a share of revenue for each SMS campaign.

Mark Taylor, commercial director of Nightfly, said: “Joining forces ensures that we are an extremely attractive proposition for those advertisers and sales promotion houses who have previously been sceptical of investing in a wireless based marketing campaigns because of scalability issues.”

Nightfly’s approach to wireless marketing involves signing up consumers face to face in targeted clubs and bars in various UK cities, which has attracted a number of youth lifestyle brands to use its marketing services. Meanwhile GenieMobile claims that subscribers to its mobile phone shop are younger than the average mobile phone owner, with 62% of active users under 24 years old, compared to 20% across the whole population. In addition GenieMobile counts 72% of its subscribers in the ABC1 socio-economic category, compared to 54% across all mobile phone users.

Howard Hughes, global head of advertising at Genie, commented: “We have joined forces with Nightfly on the strength of its knowledge and understanding of mobile marketing and complementary data-oriented customer base. The deal supports our commitment to enhance our relationship with our target customers by leveraging new and traditional mediums to communicate with them.”

Genie: www.genie.co.uk Nightfly: www.nightfly.co.uk

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