WASHINGTON-Cable TV channel Speed said it will offer an interactive promotion campaign using mobile phones that will allow viewers to guess at the value of various classic cars. The channel is offering the service through a deal with wireless technology vendor Proteus Inc.
“Speed viewers are a very passionate group and we are constantly seeking new ways for our audience to interact with our brand,” said Kevin Annison, the channel’s vice president of business development and operations. “The Interactive Barrett-Jackson Auction telecast will provide viewers with a unique opportunity to compete against each other in real time with the auction and put them right in the middle of the action. The strategic counsel and mobile applications provided by Proteus, which has a proven track record creating successful campaigns for premier brands in sports and entertainment, will help Speed blaze new trails in interactive programming. The Barrett-Jackson Auction provides a perfect opportunity to kick off our interactive initiatives and it will be a lot of fun.”
Viewers will be able to make fantasy bids for various classic cars, and the results will be posted alongside the actual winning bids placed during the auction. Viewers will be able to place bids on their phones or on an Internet site.
Such TV campaigns using mobile phones have long been available in other parts of the world, and gained prominence in the United States last year during AT&T Wireless Services Inc.’s text messaging promotion during the “American Idol” TV show on the Fox channel.
