Won't you flick Advertise to youth on free mobile network Blyk

Posted by tom klein March 21, 2008

How is it that it costs 3 dollars for a 15 second ring tone and it costs nothing to receive hours of entertainment on the TV? Maybe it’s the phone that’s overpriced.

Now, in the UK, 16-24 olds can get free access to mobile phone calls and SMS’s from Blyk. What’s the catch? Well, in exchange for receiving 217 free texts and 43 free minutes to any UK mobile network, they agree to receive up to 6 advertising messages every day. They deliver these benefits just by sending a monthly SIM card, not something that’s really possible in the US just yet. Some large advertisers are lining up to serve up ads to see what it’s like to have a direct line of sight to 16 to 24 year olds (first in UK, but eventually throughout Europe).

If you’re looking to do the same, well, in Europe at least, here’s your chance.

There’s a lot going on in this free service. In addition to serving up advertising, it’s also a vehicle for marketing research. Recipients are polled regularly to gauge their preferences, ideally to help target the advertising.

With new media delivery mechanism there are opportunities to rethink existing business models. As entertainment moves from TV to mobile phone, we’ll no doubt see a lot of new permutations.

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