CBS deals Survivor mobile trading cards

In a rather unique mix of  multimedia messaging, social networking and mobile marketing, CBS has unveiled a line of mobile trading cards based on its hit series "Survivor." Fans can receive, trade and collect the mobile cards by texting the word "Tribe" to a short code. A total of 61 cards are randomly distributed in sets of three, which fans can then trade with others. Certain combinations of cards can then be redeemed for cash and prizes. CBS teamed with Hook Mobile on the service.

I'm still a little unclear on how fans know who they can trade with and to what degree CBS will promote the service on the "Survivor" show, but by all indications, this seems like a pretty cool idea. 

Check out more information about the program:
- on the promotion's Web site
- or in the Hook Mobile press release