News International daily thelondonpaper is launching its first mobile drive to encourage reader interactivity and stir debate among Londoners. Mobile marketing solutions provider Sponge has been appointed to create and run the platform, which will enable readers to share their views and make it easier for them to respond to content in the paper. SMS prompts are included throughout the paper, and readers can text shortcodes to respond to letters, stories, general issues and competitions. The paper, which launched last September, originally set out to provide a platform for all Londoners to talk to each other.
Text shortcodes are a hassle-free call to action for busy commuters, says Sponge  Client Services Director Douglas McDonald. If someone feels strongly about a story theyre reading or a general issue, they can share their opinion with thelondonpaper the moment they feel compelled to from their mobile handset. Mobile will make it easier for thelondonpaper to get readers involved because its such an immediate medium.