A new T-shirt innovation that spreads messages via mobile SMS is piquing the interest of many marketers.

Reactee is a T-shirt on which companies and organisations can print a message including a unique text code.

When a passer-by sends a message to the code after seeing the message on a wearer's chest, a text alert service responds with further information.

Shirts can be designed at the reactee.com website, which allows customers to pick colours, slogans and trigger keywords.

Tom Martin, a marketer with Louisiana-based Zehnder Communications, used the service to promote a New Orleans community campaign, TypeNO+.

"We were talking about ways to both promote the site and create a bit of consumer-generated content and I stumbled across this cool T-shirt idea," Martin wrote. "Go buy the shirt and wear it around town."

Shel Holtz of marketing firm Crayon used a Reactee to promote his social media podcast to conference delegates.

The service has been developed by TextMarks, which lets customers package content as mobile text alerts.


Published 18 June, 2007 by Robert Andrews

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