MangoMobile gets "Happy"

Mobile marketing solutions provider MangoMobile announced an agreement with Warner Bros. Digital Distribution and entertainment marketer Cinema Scene to launch a new in-theater text-to-win concession promotion in conjunction with Friday's release of the new WB animated feature Happy Feet. The sweepstakes employs concession products as the text-to-win vehicle. "Marketers have met heavy criticism in the past when looking for non-traditional ways to market to moviegoers," MangoMobile president T.J. Person said in a prepared statement. "Mobile marketing allows them to effectively reach this captive audience without being too intrusive--consumers have to physically opt-in to participate in the program."

For more on the MangoMobile promotion:
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