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Velti Goes ‘HUGE’ Using Mobile for HairTech and the Paris Hilton Hair and Beauty Line

December 17, 2009

NEW YORK, Dec. 17 /PRNewswire/ — Velti (LSE: VEL), the world’s largest mobile marketing and advertising technology provider, today announced a partnership with HairTech International to provide mobile marketing capabilities for the launch of Paris Hilton’s ‘huge’ new line of hair and beauty products. The campaign, which kicked off in late November, already has budding socialites and fans opting-in to receive product information and giveaways via mobile from the entertainer, fashionista and reality TV star Paris Hilton.

The mobile program is focused around a certified, and Velti powered, short code (PARIS to 72747) that enables Paris’ fans to log on to a mobile internet site to learn about Paris’ new line, sign up for giveaways and get text alerts about upcoming promotions. As a call to action the short code has a powerful media schedule behind it including social media initiatives – with tweets to Paris’ 1,000,000 followers and communications to her 140,000 Facebook friends – TV appearances on some of America’s most prominent shows, including “Jimmy Kimmel Live!” and “Extra,” radio appearances on shows such as KIIS FM with Ryan Seacrest and TV ad spots across Bravo, E! and the MTV2 networks.

“This is a ‘huge’ product launch for Paris, so we wanted to be sure to utilize proven, highly effective marketing elements for an audience of tween girls,” said Chris Volek, CEO, HairTech. “Think about Paris’s fan base, they’re young, hip, and highly mobile. Incorporating mobile into the product launch was an absolute must for this audience, and, working with a proven mobile marketing provider such as Velti means we can deliver real value to consumers by integrating mobile with our traditional and digital media initiatives.”

Mobile users who text the short code will be sent beauty product information relating to Paris’ new product lines. Additionally, the mobile campaign will incorporate SMS contests tied to the three new products that Paris will launch this quarter – The Ultimate Brush, Polish by Paris and The Celebrity Styler Rotating Iron. As a means of driving more mobile engagement, all of the products in the new line will have the short code featured on their product packaging and in their TV spots. The program supported by Velti also provides HairTech with a monitoring and reporting dashboard to track intelligence for users that opt-in.

“Paris Hilton can certainly generate her own buzz, but having a means of engaging in a two-way dialogue with consumers is where our technology provides deeper value to HairTech’s marketing,” said Alex Moukas, CEO of Velti. “Velti’s mobile offerings will enhance the engagement level of the campaign and also provide the capability to measure and enhance the effectiveness of other media buys.”

Paris is a trend setter who is always one step ahead of the pack. From her style and catch phrases, to her online presence and boyfriends – mobile is no different. Mobile is a highly effective means for Paris to reach and engage with fans in a way that makes sense for her audience.

About Velti

Velti is the world’s largest mobile marketing and advertising technology provider. With operations in 35 countries, Velti can reach an estimated two billion consumers. Velti was founded in 2000 and it has been at the heart of the global mobile industry ever since, providing some of the world’s biggest companies with the technology platform and support to deliver innovative mobile campaigns to their customers. Whatever the goal of a mobile campaign: to raise brand awareness; acquire new customers; inspire loyalty or directly drive revenues – Velti helps brands, advertisers, media agencies, publishers, and operators to meet their business objectives. For more information, visit www.velti.com.

About HairTech International

HairTech International is an Irvine, CA-based global beauty company specializing in new HairTechnologies, haircare and personal care products. It manufactures and distributes DreamCatchers by Paris Hilton brand hair extensions. It also will be launching products under the Daisy Fuentes line.


    For further information, please contact

    Jody Gavin
    Weber Shandwick for Velti
    212 445 8470
    jgavin@webershandwick.com

    Nick Miles
    Velti Plc
    +44 (0)20 7633 5034
    nmiles@velti.com

SOURCE Velti


Source: newswire