Britain's Metro Radio, Flytxt 'Flirt' With Wireless

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Metro Radio, media owner Emap's Northeast England-based FM radio station, and its wireless marketing partner Flytxt are expected to run a St. Valentine's Day "Text'n'Flirt" campaign today for the station's listeners.

An existing SMS database of 35,000 Metro listeners and those tuning in to the station get a chance to send their valentine an anonymous message today via text. London-based Flytxt handles the effort.

The aim is to reward Metro's audience with fun ways to deliver a valentine message as well as boost its SMS database. Metro Evening Show's DJ Wayne and Breakfast Show presenter Brian Moore invited listeners to take advantage of this anonymous service. The database also received a message to encourage participation in "Text'n'Flirt."

Listeners type in their valentine's mobile number with the message for delivery today. Once the campaign ends, the list of new members will be invited to join the station's SMS club. An estimated 14,000 listeners who participated in Metro's "Red & White, Black & White" competition in October also were sent an invite to participate in "Text'n'Flirt."

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