Telecompaper

Orange UK has introduced 'Orange Shots', a mobile advertising service that enables brands to engage and interact directly with targeted segments of Orange's customer base. Blyk Media, the former MVNO now focused on mobile advertising services, will power the new service. Launching with full service commercial offers from 1 February, Orange Shots will initially be available to brands who want to interact with an audience of 100,000 customers from part of Orange's Pay As You Go Monkey customer base. New profiles and customer segments will quickly follow, as Orange wants to significantly grow this audience. Orange Shots will enable participating brands to create "rich, creative, engaging and fun" mobile advertising campaigns targeted towards customer interests and preferences. The interactive Orange Shots service works across SMS and MMS mobile platforms, encouraging customers to message back and give views and opinions. In addition to offers, customers will also receive a variety of benefits, including exclusive news and gossip, amusing and entertaining content, film and games previews, and up to date sports information. Orange will measure customer and brand satisfaction indicators and customers will be able to opt out at any stage, with no information shared externally to third parties.