MindMatics is introducing ad-sponsored text messages to interactive TV voting and sweepstakes. The Australian airline Qantas is participating in this new mobile marketing campaign for the game show “Merv Griffin’s Crosswords”.

The promotion, which invites audience responses to questions embedded into broadcast episodes of the gameshow, will run for two consecutive weeks and will allow the audience to text in or enter their answers on the show’s dedicated website. The winner will be announced on the Crosswords site at the end of the promotion. MindMatics will handle the mobile marketing campaign with regard to application development, short code management, vote processing, winner notification and sweepstakes administration. When texting in, participants will also receive a bounce back message that redirects them to further offers and services on the Qantas web site.

This new and innovative marketing is designed to create a fully interactive experience by integrating modern technology and addressing the consumer through multi-media devices (television, mobile and on-line). Viewers will be able to interact and experience the brand in the context of their favorite TV show.

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