Orange has entered into a partnership agreement between its Orange World portal and publisher 5th Estates mobile portal, which will enable Orange customers to interact with food writer Nigel Slaters new book Eating for England on their mobile.
The site is being promoted across Oranges Orange World portal throughout October and is designed to target mobile users that fit Nigel Slaters target audience. It will also be tagged on the forthcoming Underground poster campaign for the book.
By texting NIGEL to 80880, mobile users will be able to access extracts from the book, as well as recipes, wallpapers, mobcasts and an exclusive interview with the author. They will also have the chance to enter a competition to win a free copy of the book, and will be able to click through to amazon.co.uk and buy the book directly from their mobile.
Everyone talks about innovation the whole time, but few people actually get on with it and dip their toe in the water, says John Bond, MD, Press Books, at HarperCollins Publishers. Nigels brilliant new book provides us with the perfect opportunity to launch this exciting new collaboration”
Written in Nigel Slaters trademark style, Eating for England is described as an entertaining, detailed and somewhat tongue-in-cheek observation of the British and their food, their cooking, their eating, how they behave in restaurants and their idiosyncratic attitude towards the fine art of dining. It is a celebration of the glory, humour, eccentricities and embarrassments that are The British at Table. 
