Nintendo Turns to Wireless to Promote Video Game

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Video game maker Nintendo has gone wireless to promote the newest installment in the popular "Legend of Zelda'' video game series.

Youth-targeted communications firm Bolt Inc. yesterday began a wireless advertising campaign to hype "The Legend of Zelda: Majora's Mask.''

The campaign is targeted at males age 15 to 20, a demographic that makes up 40 percent of Bolt's 3.7 million-member base.

Bolt said it would deliver text-based messages to users through AT&T Wireless Services, Sprint PCS and Verizon partner networks.

It is Bolt's first interactive wireless advertising effort.

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