It is a self-evident truth that the most successful campaigns are those that use the right media to drive home their message to the right audience. And these days if you are trying to target the younger technology savvy market you need to reach them where they “live” – on social networks and mobile phones.

So it was interesting to read recently that SMS marketing has a new advocate. This time we see the self-styled actress, socialite and hotel heiress, Paris Hilton (who has teamed up with Hair Tech International to launch her new line of hair and beauty products) using SMS technology to help boost her ‘huge’ brand.

While it is true to say that Ms Hilton hasn’t always been the best role model, the use of SMS to reach out and connect with the valuable Gen Y (aged 18 – 34) market is a well targeted coup for the celebrity. 

The campaign is getting fans and consumers to opt-in to SMS messaging to receive freebies and product information from Ms Hilton. They can also get involved in SMS contests for new products within the ‘huge’ range.   And with around 1 million followers on Twitter and 140,000 Facebook fans, Paris Hilton has also been able to use social media to support her campaign.

Of course, it makes perfect sense for mobile marketing to take centre stage with the launch of ‘huge’ - Ms Hilton has been associated with mobile technology for years. But it also shows how engaging with consumers and enabling them to become involved with a campaign can pay real dividends.

Whatever your thoughts on Ms Hilton and her antics, there is no doubting that she is now a keen business women, setting trends and creating a real buzz. Mobile marketing and SMS messaging is a great way for her to connect with her fans and sell a few hair products along the way. 

I say well done to Ms Hilton!