Contact Lens Marketer Aims for Wireless Game Players

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1-800 CONTACTS, a direct response marketer of contact lenses, is launching a wireless campaign to people who play the well-known Jumble word game on their mobile devices.


The campaign, announced this week, is being run with Mobliss, Seattle, the wireless Internet marketing technology provider that provides the wireless platform for mobile users to play Jumble. Mobile users play Jumble, a game of unscrambling jumbled words, through the browsers on their Internet-enabled mobile phones.


In the campaign, interstitial ads run after the player is finished with a game. With a click of a button, the player can cause the mobile phone to dial 1-800 CONTACTS to connect with a customer agent and order lenses.


The campaign also can be integrated into the game. In the 1-800 CONTACTS campaign, players unscramble the word "vision" during the game.


1-800 CONTACTS, Deaper, UT, sells lenses through its self-styled toll-free hotline as well as over its Web site. The Jumble word game is produced by Tribune Media Services, Chicago.


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