April 16, 2009 11:31 ET

Text Messaging Technology Keeps the BP MS 150 in High Gear

Mobile FKM Creates Text Messaging Program to Aide in Severe Weather Updates During the 25th Anniversary BP MS 150 Houston to Austin Bike Ride

HOUSTON, TX--(Marketwire - April 16, 2009) - The 25th Anniversary BP MS 150 Bike Ride and the National Multiple Sclerosis Society, Lone Star Chapter will use advanced mobile text messaging to communicate with participants during the ride on April 18-19. Biking 180 miles from Houston to Austin, cyclists and volunteers can opt in to the program which sends weather updates, road conditions and alerts delivered in the form of individual text messages to cyclists' mobile phones. Mobile FKM, a unit of FKM, has created the application for the two-day ride.

In order to be prepared for unpredictable weather situations, all riders, volunteers and friends are strongly encouraged to get weather and ride text messages by cellular phone during the BP MS 150 weekend: text RIDER, VOLUNTEER or FRIEND to 777111. In its third year, Mobile FKM and the Lone Star Chapter have paired to provide the text messaging initiative to 13,000 cyclists and over 400 volunteers taking part in this year's ride.

Mobile FKM is a mobile marketing company that specializes in crafting custom strategies for major brands that engage consumers via their mobile handsets. Layering mobile components with the MS 150 ride is another way to keep cyclists safe while riding against MS. The use of mobile messaging provides participants with quick and easy communication via their cell phone, a device that is nearly always kept on. Additionally, the use of text messaging alerts is often the most reliable form of communication in areas that have high mobile usage, such as the BP MS 150 route and rest areas.

"Mobile FKM has partnered with the National MS Society for the past three years to provide a valuable service to all who support this important cause," said Jose Lozano of Mobile FKM. "The effects of these mobile text messaging campaigns allows organizations and companies to reach a broad range of participants with instant communication at one time."

In addition to the Lone Star Chapter, Mobile FKM clients include On The Border restaurants (a Brinker International brand), Chick-fil-A and Gold's Gym, among others. Capabilities ranges from custom lead-generating and CRM solutions utilizing SMS and the mobile web, to the development of cutting-edge, branded mobile applications.

For more information on the 2009 BP MS 150 text messaging program, including details and a demonstration on how to activate and receive updates from the National Multiple Sclerosis Society on ride days, please contact Melissa Stevens, FKM, at (713) 867-3204

About Mobile FKM

Mobile FKM is a mobile marketing agency that specializes in crafting custom strategies for brands to engage consumers via their mobile handsets. Mobile FKM is a unit of FKM, one of the nation's largest independent advertising agency with $260 million in annual billings and 200 team members, FKM is a fully integrated agency with capabilities ranging from interactive, lead generation, mobile marketing, media and public relations. Mobile FKM clients include Brinker International (On the Border restaurants), Golds Gym, Chick-fil-A, the U.S. Army and Conoco Phillips.

About the BP MS 150

The BP MS 150 Bike Ride is one of three outstanding fundraising rides hosted by the National MS Society, Lone Star Chapter in Texas. Other rides include the Bike MS: SAM'S CLUB Frisco to Fort Worth Ride on May 2 - 3, 2009, and Bike MS: Valero Ride, held annually in October. All three Texas rides are regarded by cyclists as the premier rides in the state, with experienced management, well-coordinated routes, and special attention to rider safety and comfort. Visit to support a rider, donate or to volunteer. Additional information on the text messaging program is available at

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