UK mobile portal Genie – part of mmO2 – has signed a marketing agreement with Diageo’s wireless marketing subsidiary Nightfly. Under the deal, the two companies will combine their databases of SMS users.
It’s a strong combination. Nightfly has been active in using SMS to promote Diageo and other companies, and has a strong portfolio of young users recruited in pubs, clubs and bars using Diageo’s drinks trade contacts. Genie is one of the UK’s largest mobile portals.
One of the key messages this sends is that the partnering of Genie and Diageo shows how serious the wireless marketing model is, says Nightfly commercial director Mark Taylor.