IAR: Reality TV Rolls out "Biggest Yet" SMS Promo

Universal Domestic Television is rolling out what is claimed to be the largest SMS promotion in the U.S. for its new reality series, "The 5th Wheel." Using technology from m-Qube, the promotion will allow Verizon, AT&T, Nextel, T-Mobile and U.S. Cellular subscribers to participate. m-Qube allows each carrier to allow the use of a common 5 digit code system hurtling previous SMS cross-carrier barriers.

The article goes on to discuss how SMS fits into the trend of product and brand integration in reaction to ad-skipping technologies and general ad burnout. SMS promotions like this one hope to engage viewers with promotions that do not center on the tired :30.