Digital Advertising Network and Digital Youth Network form text message deal
By Adnews Staff
Montreal-based Digital Advertising Network and Digital Youth Network of Vancouver have signed an agreement making the latter firm the exclusive provider of wireless technology for interactive promotions through the Digital Advertising Network's inventory of video displays. The company operates 66 screens in the food courts of Canadian shopping malls. Viewers will be able to interact with these screens through text messages as a result of this deal, thereby receiving prizes, coupons or special offers. Digital Youth network will support these campaigns with direct mail, email, text message and online communications to its existing users. Promotional workers will also be present in participating malls this year to demonstrate how to use a cell phone to communicate with the screens. "DAN's video screens provide the perfect medium to launch extensive interactive wireless campaigns that send promotional messages directly to shoppers while in the mall," said Digital Youth Network president Dan Reitzik. "Our partnership should make wireless advertising the direct-to-consumer choice for retailers."