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Mobile Marketing Firm ipsh! To Promote Discovery Channel Series “I Shouldn’t Be Alive”


San Francisco – March 7, 2006— ipsh!, the North American leader in mobile marketing with over 500 implementations, is driving the mobile marketing campaign for Discovery Channel’s “I Shouldn’t Be Alive” series, which returns for a second season on March 10, 2006. The mobile campaign features branded web pages, mobile wallpaper and ringtones promoting the channel’s “I Shouldn’t Be Alive” Survival Sweepstakes surrounding the program, as well as program trivia and text messages.

ipsh! designed and is hosting a series of web pages that allow users to register for “I Shouldn’t Be Alive” text messages, and participate in an online and mobile trivia game, which automatically enters them into the show’s sweepstakes. In addition, users can send text messages via (and to encourage their friends to participate and win prizes. Users can also participate by texting “ALIVE” to 65579. By signing-up for the alerts, users (Cingular, T-Mobile and Sprint) can then download free wallpapers and/or ringtones. The online and text promotion of the “I Shouldn’t Be Alive” Survival Sweepstakes is part of Discovery’s overall marketing initiative in support of the series.

“By pairing knowledge-filled programming like “I Shouldn’t Be Alive” with innovative promotional vehicles, Discovery can reach viewers in new and compelling ways,” said Julie Willis, senior vice president of marketing, Discovery Channel. “Through ipsh!’s mobile promotional campaign, we are providing fans with more opportunities to connect with the series.”

“An innovative media company with an innovative campaign screams mobile,” said Nihal Mehta, CEO and co-founder, ipsh!. “With this campaign, we are helping Discovery Channel viewers enhance their experience with “I Shouldn’t Be Alive” on TV and leveraging the ubiquitous nature of mobile screens.”

The campaign begins this week at (also and the trivia game starts on March 9, 2006. Discovery will hold drawings for the first and second place prize each week after the conclusion of the episode. The grand prize drawing will be held after the conclusion of the third episode for everyone who has participated.

Discovery’s “I Shouldn’t Be Alive” features people who overcame dire circumstances in remote or off-the-beaten track locations and were forced to make tough decisions to ensure survival. The first three episodes of the new season take the audience to various corners of the Earth – Australia, Turkey and Alaska – and demonstrate people’s incredible courage, strength and determination.

In addition to ipsh!, the marketing and advertising campaign for the program is also being supported by PHD (


About ipsh!

ipsh! is the North American leader in innovating, developing and deploying effective, turnkey mobile marketing solutions, with over 500 successful campaigns since the company’s inception in June 2001. Spanning technologies that encompass 1-way and 2-way SMS, alerts, promotions, ringtones, logos, pictures, wallpaper, screensavers, games, real-time voting/polling, chat, interactive TV, IVR (interactive voice response), premium SMS, MMS, and mobile video, ipsh! has dominated the media, entertainment and brand verticals with its proprietary PRISM platform. ipsh! is a wholly owned subsidiary of Omnicom Group Inc. For more information, visit

Omnicom Group Inc (NYSE: OMC – News: is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

About Discovery

Discovery Communications, Inc. is the leading global real-world media and entertainment company. Discovery has grown from its core property, the Discovery Channel, first launched in the United States in 1985, to current global operations in more than 160 countries and territories with 1.3 billion cumulative subscribers. DCI’s over 100 networks of distinctive programming represent 27 network entertainment brands including TLC, Animal Planet, Travel Channel, Discovery Health Channel, Discovery Kids, Discovery Times Channel, The Science Channel, Military Channel, Discovery Home Channel, Discovery en Espańol, Discovery Kids En Espańol, Discovery HD Theater, FitTV, Discovery Travel & Living (Viajar y Vivir), Discovery Home & Health and Discovery Real Time. DCI’s other properties consist of Discovery Education and Discovery Commerce, which operates more than 100 Discovery Channel Stores in the U.S. DCI also distributes BBC America in the United States. DCI’s ownership consists of four shareholders: Discovery Holding Company (NASDAQ: DISCA, DISCB), Cox Communications, Inc., Advance/Newhouse Communications and John S. Hendricks, the Company’s Founder and Chairman.


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