FIVE has announced the launch of a mobile Internet site, built and hosted by Kilrush, the newly-formed division of Mobile Interactive Group (MIG), to promote the launch of the new series of CSI Miami which premieres on Tuesday 30 June at 9pm on FIVE, marking a first for the broadcaster.
The site, powered by Kilrushs proprietary mobile publishing technology, features exclusive made-for-mobile content, including a David Caruso ringtone, a selection of wallpapers, video previews and a gallery of images. Every week, the mobile site will be updated with a synopsis of the coming weeks episode.
The site will be marketed across a number of channels to ensure maximum exposure. These includes SMS pushes to FIVEs opted-in database; online at www.five.tv/csimobile with a clear call to action text MIAMI to 80876; and on air on FIVE, again with the clear call to action to text in to receive a link to the site direct to the viewers handset.
This is the first time weve opted to integrate a mobile site to promote the launch of a new series of any FIVE programme, says FIVEs Marketing Campaign Manager, Tessa Cannon. CSI Miami has a broad viewing base and we wanted to provide a more integrated approach to promoting programmes on FIVE. The Kilrush team worked closely with marketing and the digital, technical and creative teams to deliver a great site and were planning to integrate more mobile Internet activity for other FIVE programmes throughout the coming year.”