Fashion brand FCUK is targeting US market with a mobile campaign. FCUK has become the first brand to implement a simultaneous transatlantic mobile marketing and CRM program, working with creative agency Marvellous Mobile and Enpocket. As explained in the press release, the UK and US cross-carrier campaign, integrated tightly with other core customer channels, allows customers to interact with the brand via text messaging and to win a variety of prizes including gift certificates and t-shirts. By engaging customers with the brand and the radio station through their mobiles, FCUK hopes to build a profile of its customers and target individuals with specialised content that is particularly relevant to them.