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LimeLife's double promotion targets female market

Web and wireless campaign launched in conjunction with Cingular

Female-centric mobile games and entertainment company, LimeLife, has launched a cross media promotion designed to highlight its range of lifestyle games and entertainment content and capitalise on the growing female audience.

US carrier Cingular will run its promotion from 11th July-10th August, with prizes including a pink Motorola SLVR handset loaded with LimeLife games and a Chanel mobile phone purse.

Sweepstake entry is automatic for anyone downloading a LimeLife game from within Cingular's walled garden.

The second part of the promotion centres on LimeLife's website re-launch, offering weekly sweepstake entry to win a designer pochette from Louis Vuitton by answering a simple trivia quiz question.

Both promotional tools will be used to strengthen the company's customer base, highlighting two newly available games - Girls' Night Out BlackJack and Hollywood Hangman - and drawing consumer attention to its growing range of female lifestyle content.

Barbara Rybka, LimeLife's VP marketing, commented: "Our objective is to build a community of women who look to LimeLife as a source for content built for them."

A recent Telephia market report revealed that Us mobile game sales during the first quarter of 2006 were primarily driven by puzzle and strategy games, with 65 per cent of total revenues generated by female casual gamers.

LimeLife is hoping to capitalise on the market segment by offering female-centric content including games, recipes, entertainment news, fashion tips and fitness tools, fashion graphics and a daily subscription SMS programme featuring horoscopes and inspirational messages.

The company will utilise data from its dual promotions to build its client base and create a foundation for future marketing and promotional activities such as e-mail and search engine-based marketing campaigns.

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