Spanish newspaper
La Vanguardia will offer readers an entertaining way to learn more about the
Forum 2004. That event, "the first Universal Forum of Cultures," takes place this summer in Barcelona and hosts debates, themed exhibitions, and the World Festival of the Arts. Readers of
La Vanguardia can participate in a daily
SMS contest in which they have to answer questions about Forum 2004's artists, themes, and topics.
La Vanguardia wants to create awareness around the content and program of Forum 2004. It is the fifth interactive readers' contest that the newspaper has launched in collaboration with mobile-marketing company Random One. Many European broadcasters have been using SMS and premium SMS services for a while to build out their relations with viewers as well as their revenue streams.
La Vanguardia is one of the few newspapers that have actively approached this medium.
