Limbo Offers Purina Pet Lowdown

NEW YORK Nestle Purina Petcare has partnered with mobile entertainment company Limbo to sponsor free daily text-message alerts for pet lovers.

The ad-supported service, Limbo Lowdown, allows Purina to access an SMS inventory that comprises more than 6 million monthly text messages. The system lets marketers link with a mobile advertising channel and engage consumers in the targeted demographic.

“This program will allow Purina to reach a highly targeted audience with valued, timely SMS mobile content for which their consumers are passionate: their pets,” said Jonathon Linner, Limbo CEO and co-founder.

Limbo Lowdown content, as a whole, includes celebrity gossip, sports scores, movie and music news and customized horoscopes.

Brands can integrate ad messages with the appropriate content and leverage the ability to click-through to various premiums such as coupon offers.

Added Michael Moore, director of interactive marketing at Nestle Purina Petcare, “Limbo’s advertising solutions are effective because they don’t feel like advertising.”