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WirelessDevNet.com Press Release
FX Network Uses Cascada to Power Mobile Content Portal
TORONTO — September 6, 2006 — Cascada Mobile today announced that FX is using the Cascada TAG referral distribution solution and mobile content portal as the primary technology drivers behind its mobile marketing initiatives for its new television season. Branded as the FX Mobile Portal, this unique mobile application, developed by Cascada Mobile in partnership with Konami Digital Entertainment, is designed to boost awareness of FX’s series by providing viewers with access to the latest show information, cast details, summaries, images and downloadable, programming-related mobile content—all from the convenience of a mobile phone.
The FX Mobile Portal is immediately available for Season 4 of Nip/Tuck, which is premiering this week. This launch follows on the heels of the application’s successful debut for the hit series, It’s Always Sunny in Philadelphia, starring Danny DeVito. FX Mobile Portal content is also available for FX’s widely acclaimed Dennis Leary drama series Rescue Me and the reality TV show Black.White.
“Today’s media market is extremely competitive, and it is more important than ever to find compelling and cost effective ways to reach consumers,” said Neil Closner, president of Cascada Mobile. “At the same time, the mobile market is becoming an increasingly important channel for companies looking to promote new products and services, and to interact more closely with their user communities.”
“Cascada Mobile provides the technology that powers our viral mobile marketing initiatives,” said Monica Koyama, vice president of Creative Services at FX. “We can now reach as many interested viewers and fans as possible and provide personalized mobile content that extends the viewing experience to the palms of our viewer’s hands.”
The FX Mobile Portal—which is promoted ‘on air’, on myspace.com and on the FX Web site http://www.fxnetwork.com/shows/originals/niptuck/ — provides viewers with insights into the Nip/Tuck series, and also enables users to download show-related ringtones and wallpapers free of charge. Viewers can receive the portal by texting ‘NIPTUCK’ to FXNET (39638) from a mobile phone. Once the portal has been downloaded, the content and/or portal can be referred to others simply by entering a friend or family member’s phone number. Consumers receiving the referral can then download what has been sent to them with just a few simple clicks. The FX Mobile Portal is automatically updated with content as new programming information and content is made available.
Closner continued, “With their mobile portal, FX is not only leading through innovation, but also strengthening brand recognition. By combining mobile marketing with word of mouth referral, FX can cost effectively grow their fan base and take advantage of the natural capabilities of viral referral to “spread the word”. FX will also be able to use the rich data that we provide to gauge the level of interest in their content, as well as the popularity and propensity of viewers to make recommendations.”
Cascada Mobile’s TAG service works by enabling consumers to easily refer mobile phone content and applications, such as the FX Mobile Portal, to friends and family across carrier networks and handsets. TAG, which is embedded into the FX Mobile Portal, uses advanced business logic to ensure that audiences receive the appropriate version of the recommended content for their phone and operator network. The FX Mobile Portal is designed for download onto the most popular mobile devices supported by Cingular and Sprint. While the portal is currently available ‘off deck’, sharing is facilitated across multiple carrier networks to ensure widespread consumer adoption.
About FX Network
FX is the flagship general entertainment basic cable network from Fox. Launched in June of 1994, FX is carried in more than 89 million homes. The diverse schedule includes a growing roster of distinctive original series and films, an established film library with box-office hit movies from 20th Century Fox and other major studios that run in prime time and an impressive lineup of acquired hit series.
About Cascada Mobile
Cascada Mobile brings the power of referral marketing to mobile devices by facilitating recommendations of applications, content and branded mobile marketing initiatives across carriers, handsets and geographic borders. Through its patent pending TAG referral distribution system, Cascada enables wireless carriers, mobile content publishers and brand marketers to capitalize on the world's most influential form of advertising – word of mouth promotion. Cascada's TAG technology can dramatically boost awareness, penetration and consumer adoption by enabling the super-distribution of mobile applications, content or marketing campaigns. TAG leverages existing technology infrastructure, and is fast and easy to implement.
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