O2/Endemol made-for-mobile video co-production will go live tomorrow.
O2 customers will be encouraged to watch 20 x two minutes episodes of the action-thriller series by texting 'CELL' to 2020.Following its UK launch, Cell will be exploited by O2 and Endemol to other mobile operators around the world – this will be followed by a series of launches across other digital content channels.
O2 commissioned the series to help push the video category on its Active portal, with Endemol division Digital Studios handling production in partnership with Mobstar Media using a combination of live-action and CGI.
We've seen it and it's pretty slick stuff, kind of like a cross between 24 and Lost.
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