SANTA CRUZ, Calif.-MmO2 in the United Kingdom said it will conduct a multimedia messaging campaign that will award the photogenic winners modeling contracts with Premier Model Management.
The campaign, conducted by picture-messaging company LightSurf Technologies Inc., will allow camera-phone users to take pictures of themselves (or pose for O2 store employees) and mobile-phone users in the United Kingdom can vote for their favorites. Semi-finalists in the competition will have their pictures printed in the Daily Star, and the final top 10 will compete in a London fashion show.
“Mobile communication is evolving into a versatile and influential media, due to our ability to provide an intuitive and compelling experience for our customers,” said Laurence Alexander, products director for O2. “Because of their commitment to creating innovative and reliable MMS technologies, LightSurf is the ideal partner to help us introduce this exciting MMS application to consumers.”
Voting will initially take place on www.mobilemodel.co.uk.
The campaign comes on the heels of several similar efforts. Some carriers and handset makers have promoted camera phones by giving them to celebrities, allowing fans to follow their daily lives through the pictures they take. Further, a variety of moblogs, or Internet camera phone sites, have sprung up, which allow users to post camera-phone pictures and collect comments from other surfers.
