On the first day of winter, the German automaker BMW's mobile marketing division had a brainstorm. Since it is a legal requirement in Germany that all cars must be equipped with snow tires when winter begins, BMW sent out a text message to every car owner in its domestic German database with a photo of their car sporting brand new winter tires. The result was dramatic: €14 million in new tires sales.

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Blyk, a European ad-supported mobile phone service with gold-plated backing and a dream management team, was considered a serious potential threat to mobile operators when it launched in 2006. But mobile advertising has not reaped the hoped-for financial benefits for either Blyk or traditional operators. Now, the two sides are teaming up in the hopes of getting better results.
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