As well as being the first station to launch an MMS campaign, Galaxy will also be the first client to use Flytxt's in-bound MMS service Flytxt Direct.
The initiative kicks off this week when Galaxy DJs encourage listeners to send in photos of themselves and their friends doing weird and wonderful things. The funniest pictures will then be published on Galaxy's website for all listeners to see.
The Flytxt Direct mobile campaign management platform allows media and content owners to view inbound MMS images in real time via the web with a direct connection to mobile operators. Galaxy DJs will be able to view and moderate the content received and choose which images to download for publishing on the Galaxy website.
Chrysalis began using mobile in its radio programmes in 2001 and recently signed up the 100,000th listener to its Galaxy and Heart mobile club. The media group is already in talks with a number of brands about sponsorship of inbound MMS competitions and tailor those competitions to their specific objectives.
Abigail Taylor, interactive services manager at Chrysalis Radio, said: "MMS allows us to take our existing mobile relationship with our loyal listeners to a new dimension. For the first time we can see what our listeners are doing while they are listening to Galaxy."
She added: "The ability to use MMS to achieve richer communication with listeners is enormous, for Chrysalis and our sponsors. In addition the inbound MMS messages from our listeners will provide great content for our website and help build an even closer community of Galaxy listeners."
Chrysalis appointed wireless marketing firm Flytxt to run its integrated digital loyalty marketing and advertiser-driven campaigns last year across Heart- and Galaxy-branded stations involving SMS and web activity.
Dave Barker, commercial director at Flytxt, said: "Mobile is finally enabling radio stations to have a tangible relationship with their listeners through new mobile technologies such as MMS. We are very excited about breaking new ground and delivering new technologies to Chrysalis."
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