NMA reports that Random House and Asda are looking to capture data on young, tech-savvy audiences via a mobile marketing campaign for Celebrity Big Brother winner Chantelle Houghton‘s new book, LIVING THE DREAM. The book has gone on sale in Asda outlets with a sticker attached driving consumers to a mobile site. The move, which continues through August, allows the publisher to collect valuable information about a demographic which it claims may not be typical book buyers. Visitors to the site are offered the opportunity to download free wallpapers and ringtones.
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