Jeanie Media branded mobile search with Itchy City

Jeanie Media branded mobile search with Itchy City

Itchy City – good grief what a name – it sounds like someone has crabs or lice or something –but then again – I am known for my inappropriate mind here at GoMo.

Anyway –
Jeanie Media has launched its new branded mobile search service in partnership with Itchy City, the leading youth-orientated publisher of local city guides.
Jeanie???

Jeanie offers consumer and media brands the opportunity to create a customised mobile search channel that provides listings that are relevant to the brands’ target audiences. For example, a version of Jeanie tailored for a men’s fashion and lifestyle magazine would only provide listings that readers of that magazine would be interested in (nightclubs, bars, pubs, men’s grooming etc). Itchy City is the first brand partner to take advantage of Jeanie’s new white label mobile service.
What else?
Jeanie uses location-based services to provide users with personalised advice on what’s open and available close to them, with one click. The content is selected from a host of the UK’s best-known and well-respected listings publishers – such as Itchy City, Square Meal, The Press Association and The AA. In addition to listings, the service, dubbed ‘Itchy Mobile – Driven by Jeanie’, also provides editorial reviews, as well as a route planner and current distance from the venue, allowing users to make the most informed decision as quickly as possible.
How?
Text the mobile keyword ‘Itchy’ to the shortcode 66996; users can also distribute the application virally using the ‘Tell-a-friend’ function.

From the press release:
Alexander Fairfax, managing director and co-founder of Jeanie, says, “We wanted to create a mobile search application that put consumers first. Less is more on mobile; we have built a service that provides only the most relevant information, delivered super fast at the touch of one button. It’s a case of scroll, click, and let Jeanie read your mind.”
 
Zee Ahmad, digital development manager for the Itchy Group, adds, “We’re constantly looking at ways in which we can improve how our audience can access our content. This is a fantastic opportunity to leverage our editorial excellence with the immediacy of mobile. Our audience wants the best out of city living and we are delighted to offer them the chance to access this information via Jeanie’s unique mobile platform.”

What we think?

This sounds interesting – but I am not sure if this is mobile search or mobile content. It says it is a mobile channel. Content includes lifestyle in a magazine style and there is also an SMS service. Whilst I like this instant white label content concept – is it search?

Hmm – as I look at the sites and read the PR again – it’s like a mix of Buzzd and ChaCha by the sounds of it with LBS marrying SMS. I will have to check it out again in more detail and will report back.