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"Branding Unbound" Blog
October 6, 2006
CBS's 'Survivor' Launches Mobile Trading Cards "Get 'em. Trade 'em. Collect 'em."
That's the idea behind new "mobile trading cards" featuring the cast of CBS's "Survivor 13: Cook Islands." And there's more than collectibles at stake: Like $20,000 in cash and prizes.
By texting the keyword "TRIBE" to the short code 87233(TRADE), or visiting an official site, collectors can receive a set of three unique, randomly distributed cards from a total set of 61 - the total number of cast members. Participants can manage their card collection online, trade with others by simply sending the card in a message, and they can purchase additional packs. There are 500 instant win cards distributed randomly in packs, good for Survivor gear and cast prizes.
"We are pleased to announce a new category of mobile content by introducing the time-honored concepts of scarcity, random distribution and collecting with the first ever Mobile Trading Cards" says Brian Kathman, CEO of Alexandra, VA-based Hook Mobile, which created the solution for partner CBS. "By linking the mobile and online experience, our network-based application enables brands of all kinds to build social communities based around peer-to-peer mobile messaging that leverages their multimedia content in a dynamic, new way."
It's interesting concept that seems perfect for Survivor's considerable (if slowly eroding) fan base. I wonder how much the card featuring the season's winner will fetch.
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