Tall, dark and handsome Veteran mobile marketing company, Flytxt, has been engaged in a fairytale brief to handle the mobile club activities of teen and tween author Meg Cabot - creator of such classics as The Princess Diaries, The Princess Diaries: Take Two and The Princess Diaries: Third Time Lucky.

Contrary to many opinions you might read, mobile marketing is not for every product or service out there. It is not the new, universal marketing panacea and many brands should note that just because you can do something, doesn’t mean to say that you should do it.

But this seems a great example of a very natural marriage of mobile marketing and a very appropriate brand. Teen and tween girls love their mobiles and are always among the first and enthusiastic adopters of sms, especially. Therefore, while sms is getting big in the US, it’ll be very well established already among Meg Cabot’s fan base.

These kids will also relish feeling part of that community and there’s plenty of content available to feed them and add lots of value to their lives - an essential part of mobile dialogue is adding value. It’s also a great way of announcing the new Princess Diaries: Volume VIII (or whatever we’re up to now).

I hope that they all live happily, and blissfully, ever after.

Though I’d rather my daughter didn’t find out about the club as it’ll be just another excuse to watch that DVD for the 87th time.

Source: Brand Republic