Broadsystem will set up a number of novelty SMS services including "text in your ending to a story" and "text in your cringe moment".
Broadsystem will implement the Mizz Crew text service, in which readers will be encouraged to build an online community through text message subscriptions. To raise the level of reader interaction, the biggest crew will win a prize. All services will run on a 25p SMS tariff.
Mizz positions itself as the fun and trendy "life-guide" for 10- to 14-year-old girls.
Paul Gill, head of client services at Broadsystem, said: "Magazines are an extremely absorbing medium, forging strong relationships with their readers. Interactive services are becoming increasingly popular within the publishing sector as they serve to reinforce this rapport. We are certain that the introduction of these new SMS services will encourage teens to interact with Mizz, thus strengthening the bond."
The news follows a disappointing ABC for the title and a difficult period for the teen sector as a whole. In the latest figures, Mizz was lost 30% of its circulation year on year, down to 78,158.
Broadsystem is owned by News International. Clients include COI, Cable & Wireless, Continental Airlines and Lancome.
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