Supermarket in-store coupon distributor Catalina Marketing and SkyGo, a wireless interactive marketing firm, are conducting a joint study to evaluate advertising campaigns via wireless appliances.

SkyGo has distributed over 1000 internet-enabled phones to qualified participants in Boulder, Colorado. Over the four month study, these volunteers will be bombarded with advertising and marketing messages over the phones.

The two firms plan to develop direct wireless marketing campaigns. The aim is to attract new custom and higher usage of Catalina’s online promotions service ValuPage, part of its Supermarkets Online division.

News source: Advertising Age - Interactive Daily