Velti Tapped to Market Paris Hilton’s Beauty Product Line

Mobile marketing provider Velti recently partnered with HairTech to get the word out about Paris Hilton’s new line of hair and beauty products. The campaign, which launched in November, is targeted at girls and women aged 15 to 30 who are comfortable using mobile devices.

“We’re able to reach them on a one-to-one level without needing them to be in once specific place like the computer or in front of the television. We can quickly engage them and monitor them as well,” HairTech’s president Darryl Cohen told DM News.

The mobile program is focused around a Velti-powered short code (PARIS to 72747) that enables Paris’ fans to log on to a mobile internet site to learn about Paris’ new line, sign up for giveaways and get text alerts about upcoming promotions.

“Paris Hilton can certainly generate her own buzz, but having a means of engaging in a two-way dialogue with consumers is where our technology provides deeper value to HairTech’s marketing,” said Alex Moukas, CEO of Velti in a statement.

Founded in 2000, Velti is the world’s largest mobile marketing and advertising technology provider. With operations in 35 countries, Velti can reach an estimated two billion consumers.