The first phase of the campaign, which runs this week, coincides with the launch of the new 'Star Wars' film 'Episode 2: Attack of the Clones'. It will promote the BCA's newest book club JustGoodBooks to 30,000 mobile phone users over 18 years old.
Books on offer from BCA will include 'Attack of the Clones' by RA Salvatore; 'Star Wars Visual Dictionary, Episode 2' by David West Reynolds; 'Star Wars Cross-sections, Episode 2' by Curtis Saxton; and 'Star Wars, Approaching the Storm' by Alan Dean Foster.
Phase two will run in June with an anti-World Cup theme, promoting women's books through chick-lit book club Mango. Books on offer will include Siobhan Curham's book 'Sweet FA', which is about four women who join together to wage war on their football-obsessed partners.
This tongue-in cheek anti-football campaign will roll out to 20,000 18- to 35-year-old women.
The technology and the audience for the campaign -- BCA's first SMS marketing work -- was provided by The Mobile Channel, following a five-way pitch.
Torsten Schuppe, head of BCA Interactive, said: "We are very excited about using SMS for the first time. We have two very strong offers, aimed at totally different markets, and I look forward to testing this extension of our media mix."
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