Top Gear uses mobile to reach potential subscribers

Top Gear publisher BBC Worldwide has engaged mobile marketing agency Marvellous Mobile for the campaign, which starts on Saturday.

Press ads for the subscription offer will carry a "text keyword to shortcode" call to action, which will be answered by a Wap link. The first ad will appear in Saturday's Sun, beneath Jeremy Clarkson's motoring column.

Paul Berney, business development director at Marvellous, said: "The Top Gear audience is very technology literate, and is comfortable using mobile interactivity when they're away from their PCs, so mobile can really capitalise on the moment of impulse."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

This article was first published on brandrepublic.com