MUMBAI: International news channel CNN has entered into an alliance with wireless marketing solutions provider, Mobile2Win (M2W) for an SMS marketing promotion. The channel will offer its viewers an opportunity to participate in the Your World Today promotion through SMS and win exciting prizes.

Aimed at driving additional viewership to CNN's primetime programme Your World Today, the channel urges Indian viewers to participate in a contest by simply text messaging CNN to 8558. Players will then have to answer a question with multiple-choice options. One winner will be picked for one new questions every week.

The news programme, Your World Today is a four-hour news wheel featuring the latest news breaks, global news, sports, business and weather information.

An official release quoted Turner Broadcasting System- Asia Pacific's vice president of corporate communications and marketing Grace Wong as saying, "Through initiatives like this, we hope to create more interactivity between our viewers and the CNN brand, to educate them about CNN in a fun way, and to encourage them to keep tuning into CNN."

M2W's vice president (sales and marketing) Rajiv Hiranandani was quoted as saying, "The wireless promotion undertaken by CNN is sure to add new levels of interactivity to Your World Today. M2W is ideally placed to deliver this exciting solution to CNN."

M2W was set up in China last year. It has to its credit some of the world's largest mobile SMS promotions, including a Coca Cola summer campaign in China.