Magazine article Marketing

Diageo Signs Partners for SMS Listings Launch

Magazine article Marketing

Diageo Signs Partners for SMS Listings Launch

Article excerpt

Diageo has created a text messaging service called Nightfly, which brands can use to target the youth market.

This follows its first move into media ownership last year, when it installed plasma screens in pubs.

The drinks giant, which has appointed WCRS and WWAV Rapp Collins to advertise the service, will target anyone over 18 with a mobile phone, offering personalised listings information and drink and club offers via SMS.

Nightfly is already being trialled in six northern cities, with 20,000 customers signed up. Four more cities, including London, will follow this summer.

Although initially planned as a nightlife service, it is now being extended to provide more lifestyle content. Customers register online or by phone and answer exhaustive questions about their lifestyle preferences. They can choose to align themselves to any of 31 different channels, such as rock music, chart music or a particular type of club.

Until now, Nightfly has been used mostly by Diageo's own brands, including Guinness, which promoted a drinks offer available at a supermarket chain, and Smirnoff Ice, which offered a branded interactive SMS game via the service. …

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