CASE STUDY: AKA – Dirty Dancing the stage show

3Bill is being used to target the interest of West end Theatre fans by providing promotional content to mobile handsets to support the forthcoming theatre production of the movie Dirty Dancing. The marketing campaign involves a reference to a mobile short code to dial on a Radio, Taxi advertising and poster campaign to receive a Ringtone of the theme tune to the show or wallpapers. The campaign will be extended to tie in with a third party consumer brand which will offer further marketing initiatives on mobile phones using “on pack� offers as the show nears opening in October 2006.