World Premiere: iconmobile group and o2 Launch Daily Handy Foto Soap on 16th of March in Berlin

World Premiere: iconmobile group and o2 Launch Daily Handy Foto Soap on 16th of March in Berlin

BERLIN, March 15/PRNewswire/ --

- The Daily Handy Foto Soap Combines Picture, Text, Sound and
Interactive Elements Into a Unique Cross-Medial Entertainment Format

- Additionally, the Production Which is a Joint Venture of
iconmobile group and o2 Comprises Cooperations With McDonald's, RTL II,
Egmont Ehapa Publishing, MSN and Nokia

"mittendrin - Berlin rockt!", the daily handy foto soap, will
be launched in Berlin on 16th of March. From that moment on the handy foto
soap that features German stars like Ben and Gülcan as well as a cast of
young, talented actors will provide two fresh episodes per day, each
consisting of 10 pictures plus text and sound which can be received either by
mobile or online (www.mittendrin.tv).

Much in the style of a tele-novella the mobile soap combines a
plot taken from the stars' authentic life with a fictional story about love,
jealousy and fun. The idea subscribers take actively part in the progress of
the story.

"It's almost a year that we spent on the project so far," says
Philipp Zwez, Managing Director of Icon Impact GmbH and one of the inventors
of the foto soap. Head of the project is the internationally renowned
iconmobile group, based in Berlin. Together with o2, Icon Impact and
Cellular, both latter being shares of iconmobile, iconmobile developed the
scheme as well as the technical realisation of the unique format.

The brand new mobile soap is also embedded into a unique
marketing program: there are cooperations with McDonald's, MSN, RTL II and
Nokia. "By projecting 'mittendrin - Berlin rockt!' we put up a milestone in
the young market segment of mobile soaps and try out what is currently
possible in Germany with respect to content and technology," Zwez goes on.
"McDonald's and "mittendrin - Berlin rockt!" simply go together - we are
enthusiastic about this innovation on the German media market and we are
happy to be part of it from the very beginning." Johan Jervøe, Vice President
Marketing McDonald's, adds.

For further information on acquisition and subscription,
please visit www.mittendrin.tv.

Press contact:
Zucker.Kommunikation
Team iconmobile
Tel.: +49-30-247-587-0
Fax.: +49-30-247-587-77
iconmobile@zucker-kommunikation.de

Source: iconmobile GmbH

Zucker.Kommunikation, Team iconmobile, Tel.: +49-30-247-587-0, Fax.: +49-30-247-587-77, iconmobile@zucker-kommunikation.de

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Profile: intent