MIG enables Emmerdale fans to buy single by text

This is a brilliant evolution by global multimedia services company, MIG (Mobile Interactive Group) working with TV channel ITV: 

You’re sat watching Emmerdale (popular UK soap opera) and you’re still in tears because of newly wedded character Alice’s tragic death due to Leukaemia.  Then, as the credits roll, the announcer and on-screen advertising appears to let you know that you can buy the Emmerdale Leukaemia Research CD single by texting ALICE, followed by your name, address and postcode to 78484 (at a cost of £3).

I like it.  I like it a lot.  It’s a billion times better than telling the audience ‘And the CD single is now available in the shops.’  When I’m watching Emmerdale, identifying with the characters — that’s when I want to buy the single.  £3?  Seems cheap and reasonable when I’m staring at the TV screen…. I’ll just reach for my mobile…. and within a few days, the single will arrive on my doorstep.  Wicked!

Here’s the gossip from the release:

The tear jerking track was recently screened during Alice and Sam Dingle’s wedding, and was also accompanied Alice’s tragic death this week when she lost her battle with the illness.

The recently release track entitled ‘Easy Come, Easy Go’, is written by composer Rob Ellis and can be purchased in the UK by texting ‘ALICE’ followed by your name address and post code to 78484.  A Real Tone is also available by texting ‘ALICE’ to 83339.  Text messages for both the single and real tone cost £3, with all proceeds going directly to Leukaemia Research.

To purchase the CD in Ireland text ‘ALICE’ followed by your name and address to 57721 at a cost of €6.  The Real Tone is available at a cost of €4 by texting ‘EMMERDALE’ to the same code 57721.

Last year, Mobile Interactive Group’s billing and delivery technology was used to deliver the digital download of The X Factor winner Shayne Ward’s single ‘That’s My Goal’ which became the fastest selling digital single ever.

Barry Houlihan, Managing Director, Mobile Interactive Group, commented: ‘We’ve delivered a solution which enables anyone with a mobile phone to purchase the CD single or Real Tone whilst donating money to Leukaemia Research, simply by sending a text message.”

‘ITV will be advertising the single on air and because viewers only need to send a text message to support the charity I’m sure this project will raise awareness, and money for a very worthy cause.”