Haagen-Dazs Cafes is using Diageo's Nightfly text-messaging service to target 500 teenagers in the Reading area to entice them to visit the local cafe, where they will be able to redeem a promotional offer and join the Haagen-Dazs Loyalty Club to receive free mobile ring tones. The ice cream retailer is looking to extend the promotion to other UK cafes after the initial campaign.
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