SOMERS, N.Y.-MobileComm and Motorola Inc. have teamed up with Mountain Dew to launch a program aimed at placing pagers in the hands of teens and young adults.
The promotion, called Mountain Dew Extreme Network, allows consumers to send in 10 proofs of purchase from Mountain Dew with $30 plus shipping and handling fees to receive a Motorola numeric pager with six months of free airtime from MobileComm. The pager will contain a special feature that allows only Extreme Network members the ability to receive unique messages.
“This is the most innovative program in the history of paging. Not only does this promotion make paging service attainable to hundreds of thousands of new consumers, it also provides these consumers access to great promotions from some of the world’s top brands,” said Gregory Rorke, chief executive officer of MobileComm. “The program represents an innovative way to inform young adults of the benefits of wireless communications.”
Beginning July 4th weekend and continuing every week for the next six months, Mountain Dew will page Extreme Network members to alert them to special offerings and giveaways. Once paged, members can call the toll-free number displayed and gain access to Extreme Network insider information via popular sports and entertainment celebrities such as Ken Griffey Jr., Lou Pinella and Richard Petty, Mountain Dew said.
The new television campaign will kick off the new spot titled “In Your Face.” The 30-second commercial features Mountain Dew’s popular Dew Dudes calling on America’s teens to “get beeped” and joint the Mountain Dew Extreme Network, said Mountain Dew.
According to Teenage Research Unlimited, pagers represent the largest potential growth opportunity among teens for any item. Mountain Dew said more than 10 percent of all teens use pagers.
