[via mobile marketing magazine]
Viewers register online via their mobile browser at: www.thmbnls.mobi Traffic is being driven to the site via mobile banner ads placed across the six operator portals; 3, O2, Orange, T-Mobile, Virgin and Vodafone. The first of the weekly 30-second episodes was released at 7pm on Friday 9 January, with viewers reminded to watch the next episode by text message or vCalendar entries they have previously downloaded to their phone thereafter. The ‘vCalendar’ can be downloaded to activate the handset’s alarm function, thereby avoiding the cost of additional SMS reminders."
I like the interface they've built to replicate the mobile experience online.