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Mobile Interactive Group Delivers First Honda WAP Site to ITV F1 Fans

Monday 21 May, Mobile Interactive Group (MIG), the leading provider of multimedia mobile interactive services has partnered with Hicklin Slade & Partners and ITV Interactive to provide Honda F1 fans with one of the most exciting and informative mobile WAP and websites in the automotive sector to date.

Throughout the 2007 Formula One season on ITV1, fans will be prompted via the sponsorship bumpers to access the Honda WAP site by texting the keyword ?HONDA? to the shortcode 63330. Whilst on the WAP site users can order a brochure, book test drives, locate their nearest Honda dealer throughout the UK, request call backs from the UK Honda Call Centre, and browse some of the Honda car range. Break bumpers have proved to be an effective launch pad for mobile campaigns and are now integral to ITV sponsorship packages.

Content downloads available via the WAP site include; ringtones, screen savers and wallpapers, launching with visuals of the Honda F1 Team, Rubens Barrichello and Jensen Button. Wallpapers will be updated regularly to reflect the latest Honda action in the F1 Grand Prix season. The WAP site also hosts the most extensive, interactive online brochure in the automotive space ? mobile.honda.co.uk

Fans will also have the opportunity to enter a competition to win a tour of Honda?s F1 Headquarters by inputting their email address and mobile number on the WAP site.

The WAP site is part of the new ?Hondamentalism? activity, which launched on 6th May with the current Wieden & Kennedy TV spot and supporting website, produced by Midas. Hicklin Slade & Partners have come up with an approach that links the new brand activity with their lead generation brief, using press inserts, online banners / skyscrapers, a national Civic Type R launch mailing, and now, with Mobile Interactive Group, the mobile channel.

Barry Houlihan, MD, Mobile Interactive Group commented: ?The use of mobile internet sites (WAP sites) is on the increase to deliver content and product information to consumers on the move. Brand owners across any number of categories can add value and demonstrate significant ROI by integrating mobile response mechanics into their traditional media.?

Dan Thwaites, Planning Director at Hicklin Slade & Partners said: ?As media channels continue to fragment, marketers have to offer consumers a choice in how they spend time with a brand. We?re finding that more and more often, mobile has to be part of that choice.?

About Mobile Interactive Group

Mobile Interactive Group (MIG) is a multimedia mobile interactive service provider and the market leader in the UK. Using its own purpose built technology and the experience of a team of mobile experts, MIG focuses on five core areas:

? Mobile Billing ? Multi-operator billing and payment services across SMS, premium-SMS, MMS, WAP billing, Video shortcodes and Voice shortcodes
? Mobile Applications ? High-capacity and high-performance technology purpose built for the interactive mobile services market
? Mass Participation Events ? Ranging from Live8 ticketing to mass TV-votes to event services such as The X Factor and O2 Wireless
? Interactive Marketing Services ? CRM services, interactive services to TV advertisers and agency services to on-mobile advertisers
? Mobile Video Production - A complete turnkey solution for mobile video including concept, filming, pre- and post-production, distribution and delivery

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