Orange Shots will be available commercially from 1 February and will be powered by Blyk Media, the targeted mobile advertising company with which it .
The service also includes consulting and creative support. At first it will be available to about 100,000 opted-in Pay As You Go Monkey tariff customers.
Marketing activity can be specifically targeted towards each customer's personal interests and preferences.
The customers will be encouraged to give feedback about the activity and, in return, will also offer news and gossip, amusing and entertaining content, film and games previews, and up-to-date sports information.
Orange said it plans to make Orange Shots available to its entire mobile customer base.
Orange Shots has been in testing since September and brands including 4Music, Ubisoft, COI and Snickers have trialled the service.
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