This press release gives the details. Odd for the promo to start in the last few days of the Tour, mind...
Fans Can Now Ride with Discovery Channel Pro Cycling Team with Premium Mobile Content and Sweepstakes from Proteus
WASHINGTON: July 20, 2005--With Team Discovery Channel proving to be a tremendous force in this year's Tour de France, Proteus, the leading developer and publisher of mobile entertainment content, in partnership with Capital Sports and Entertainment, today announced the launch of a new mobile storefront that will feature images and wallpapers from this year's historic Tour, as well as a text messaging sweepstakes that will give fans a chance to win exclusive prizes from the Discovery Channel Pro Cycling Team.
The "Race to Paris" Sweepstakes will kick off July 19 to coincide with the final week of the Tour, and will offer fans daily SMS updates on Team Discovery Channel progress in the final stages. Subscribers will be charged a onetime fee of $1.99 to their carrier bill and entered into the sweepstakes, with the drawing taking place after the tour. Three sweepstakes prize winners will be chosen at random, each receiving one of the following items from this year's final Tour de France:
-- A limited edition jersey commemorating Lance's final stage on the Champs Elysees, signed by the entire Discovery Channel team;
-- A 2005 Discovery Channel Trek Madone SSL, as ridden by the team;
-- An HP Special Edition LIVESTRONG Notebook PC featuring AMD Turion(TM) 64 mobile technology
Fans can enter for a chance to win one of these exclusive prizes by sending an SMS message with the word "SWEEPS" to shortcode 39013 (through any major U.S. mobile carrier) or by visiting the Proteus mobile storefront at www.lancemobile.com. At the storefront, visitors can also browse, preview and order photos from this year's training season and the latest Tour stages as wallpapers and screensavers for their mobile phones. The content will be promoted on www.foxsports.com, as well as on official sites www.thepaceline.com and www.lancearmstrong.com. Proteus will donate a portion of its sales proceeds to the Lance Armstrong Foundation.
"Being the company chosen by the Discovery Channel Team to distribute digital content to mobile phones is a tremendous honor for us," said Ken Krushel, Proteus CEO. "We are committed to the success of this new initiative, and will utilize the full force of Proteus' and our partners' promotion