The 42^nd International Children's Games, a multi-sport international event for kids running July 10-15 in San Francisco, is deploying a text message campaign for a mobile site designed to boost this year's attendance.

Flyers, transit shelters and signage all around San Francisco encourage consumers to text KIDS to short code 95294 for more information on the event. After texting in, consumers receive a reply on their mobile device with a URL to a WAP site that features information about the games and access to downloadable wallpaper.

"Implementing a mobile element should help create awareness for the event amongst young people, parents and San Francisco locals," said Campbell Corfe, CEO of 5th Finger, San Francisco.

"The target is to boost the camaraderie and to show the young athletes' efforts and the goodwill that is fostered by this great event," he said. "The games have been going on for 40 years and provide an incredible opportunity for young athletes to compete in a similar environment as the Olympics. These are tomorrow's Olympians."

Grey Advertising is the International Children's Games ad agency. Grey tapped Mobile marketing company 5th Finger to manage the mobile site.

The site features event content such as game results of that day and wallpapers for download.

The results of the games are broken into sports categories such as basketball, soccer, swimming, table tennis, track and volleyball.

The 42nd International Children's Games will bring an estimated 2,000 coaches and athletes ages 12-15 from 84 cities in 42 countries to participate.

The games provide a combination of sports, educational programs and peace-motivated cultural exchange for participants.

Endorsed by the International Olympic Committee, the International Children's Games claims to be the largest multi-sport international youth games. The games began in 1968.

"From an advertising position, the tag line of the ads is 'Yeah, they're that serious,' which conveys the image of very serious young athletes as opposed to your average school sports player,'" Mr. Corfe said.

"The goal is to pique interest and hopefully drive consumers to research the games online or through the mobile WAP site," he said.