FCUK to back digital radio debut with first mobile work

LONDON - FCUK is to use mobile marketing for the first time to back the launch of its digital radio station and spearhead its expansion into the US.

FCUK FM goes on air from today. The station will be available in shops, online, through digital television and on mobile phones. Content will be supported by SMS and MMS activity.

The firm has also identified the US as a key growth area this year and is planning a concerted mobile assault -- one of the first in the country.

Compared with the UK, mobile marketing is almost non-existent in the US, despite the mobile market far outstripping Europe in terms of penetration.

FCUK has also become the first company to have its own branded shortcode, 8FCUK, for customers to reply to SMS marketing messages, created by mobile marketing agency Marvellous.

The company's entire marketing budget for the spring/summer season has gone into FCUK FM and mobile activity. FCUK spent £3.7m on advertising last year.

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