The Week: Advertising news - Walkers in O2 mobile tie-up

Walkers has formed a mobile marketing partnership with O2 to offer consumers a free SMS vote for the Walkers "Do us a flavour" campaign.

The collaboration gives consumers in the UK and Ireland the benefit of one free SMS vote per day until the voting closes on 1 May, regardless of which mobile phone network they use. In response, each participant will receive a message encouraging consumers to either obtain a free O2 SIM card or visit the Walkers mobile website.