"The Miss World Organization today begins its first worldwide text vote, arguably the largest and most widespread campaign using wireless marketing.
Audiences worldwide will be asked to text in their nominee for Miss World, a beauty pageant now in its 52nd year. The poll will count for half the votes in deciding the winner of the Miss World 2002 title, and the judging panel decides the rest.
'Only cell phone users will be able to vote, but global mobile penetration is now higher than global Internet penetration,' said Lars Becker, CEO of Flytxt, the wireless marketing agency on the account along with marketing agency Regenerator.
The effort targets 2 billion people in 130 countries that Flytxt claims watch the contest. The event's final this year will be Dec. 7 in Nigeria....
Users in Britain, Italy, France, China, Spain and Germany have to pay a 40 cents premium rate for dialing the five-digit short code. Users in the rest of the world typically will pay 8 cents to 19 cents for texting in to a long number." [DM News]
So it will cost most people outside of the U.S. more to vote, but they actually use their cell phones for this kind of thing whereas Americans don't (yet). I'll be interested to see the results of this campaign.
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