HairTech International is using mobile marketing to promote the launch of Paris Hilton's huge new line of hair and beauty products.

The campaign, which kicked off in late November, already has budding socialites and fans opting-in to receive product information and giveaways via mobile from Ms. Hilton. Velti is powering the campaign.

?The strategy for this campaign was to provide consumers with the opportunity to engage directly with Paris Hilton and her products through their mobile phones, which is a medium that fits very well with her fans and the target audience,? said Brian Cowley, general manager of North America at Velti, New York.

?This campaign addresses the challenge of how to reach and engage consumers by providing one-to-one communication, interaction, membership opportunities and product related benefits directly via mobile,? he said.

The target demographic is tech-savvy consumers, typically between the ages of 15-35.

The mobile program is focused around a certified, Velti-powered short code (text keyword PARIS to short code 72747) that enables fans to log on to a mobile Web site to learn about Ms. Hilton's new line, sign up for giveaways and get text alerts about upcoming promotions.

As a call to action the short code has a powerful media schedule behind it including social-media initiatives - with tweets to Ms. Hilton's 1 million Twitter followers and communications to her 140,000 Facebook friends.

Ms. Hilton will also make TV appearances on some of America's most prominent shows, including "Jimmy Kimmel Live!" and "Extra," radio appearances on shows such as KIIS FM with Ryan Seacrest and TV ad spots across Bravo, E! and the MTV2 networks.

Mobile users who text in to the short code will be sent beauty product information relating to Ms. Hilton's new product lines.

Additionally, the mobile campaign will incorporate SMS contests tied to the three new products that Paris will launch this quarter - The Ultimate Brush, Polish by Paris and The Celebrity Styler Rotating Iron.

As a means of driving more mobile engagement, all of the products in the new line will have the short code featured on their product packaging and in their TV spots.

The program supported by Velti also provides HairTech with a monitoring and reporting dashboard to track intelligence for users that opt-in.

Mobile is a highly effective means for Ms. Hilton to reach and engage with fans in a way that makes sense for her audience.

?The Paris Hilton products will be promoted using various media, but mobile is the central medium to drive response, build engagement, and invite consumers to opt in to receive various benefits,? Mr. Cowley said.

?Mobile users have the option to opt-in to receive upcoming notifications and this is an important part of the program,? he said.