Random House has appointed digital communications company Que Pasa to undertake a mobile campaign for the paperback release of Celebrity Big Brother winner Chantelle Houghton’s autobiography. The campaign offers customers free Chantelle (pictured) mobile phone wallpapers when they buy a copy of her Living the Dream autobiography.
The autobiography features a sticker encouraging shoppers to text “Dream” to 82100 to generate a link to the Living the Dream mobile site. The site offers customers free-to-download Chantelle wallpapers and a chance to win Topshop vouchers worth £100.
Louisa Gibbs, senior marketing executive for CHA, Random House, says: “The Living the Dream mobile campaign allows us to interact with a younger, more technologically sophisticated audience who may not be traditional book buyers.”
The campaign will run until the end of August 2007 and will target young females in their mid to late teens and early 20s.