DAN and DY forge mall-based SMS program

Digital Advertising Network (DAN) and Digital Youth Network (DY) have reached an agreement whereby DY will provide DAN's national network of video displays with wireless technology for interactive marketing and sales promotions. Signage viewers will be able to use text messaging to interact directly with video screens in all of DAN's 66 mall locations across Canada to receive prizes, coupons and instant special offers. DY will be using direct mail, email, text messaging and online communication to support campaigns with its existing member base and the 'DY Text Team' will be present in malls throughout the year teaching consumers how to use their cell phones to interact with DAN video screens. DY functions as an online and wireless community for its 30,000 registered teen users. DY's website (www.digitalyouth.ca) provides games, downloadable ringtones, special offers from DY advertising partners and a forum for members to communicate with each other.