Mobile Phone Blog:

Orange has created a new interactive advertising service for 100,000 customers via text and media messages.

The Orange Shots service will facilitate real-time conversations between companies and customers who want to hear from the specific advertisers.

The first segment of advertising will be available from February 1st to customers who have signed up to receive offers from specific brands.

Recipients will also receive news, gossip and sports information within the advertisements.

Marc Overton, vice president of wholesale, business development and partnerships for Orange UK, said the new promotion will "transform" mobile advertising.

He added: "It is a win-win for brands, as well as our customers, with advertisers continually seeking new and innovative ways to engage with consumers and our customers getting rewarded with access to exclusive, interactive content and offers."

Orange Shots has been tested since September with brands such as Snickers and Ubisoft and they found response rates to the adverts to be between 21 and 39 per cent.

The latest development from Orange follows a partnership with Barclaycard announced earlier this month which will see the two companies work together on a new contactless credit card.

Visit the Mobileshop.com pay monthly page to see the full range of currently available fantastic Orange deals.

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