Years ago MMS was hailed as the next big thing in mobile. It didn't quite go that way, but it has been steadily growing in popularity.

When EMI set out to promote Rudebox - Robbie's latest album - they decided to use MMS as an additional channel to his audience.

The Robbie Card Maker is an online tool that allows users to create their own Christmas card. Choose a background, a Robbie picture and a few Christmas decorations, add a speech bubble and then send it to your friends via email or mobile.

Future Platforms took care of the mobile element of the service. Our system handles sender authentication, creates the MMS messages, delivers them through a partner MMS aggregator and charges the sender through premium SMS.

The Card Maker created over 12,000 customised cards during the Christmas period. EMI were pleased to see better than expected uptake of the MMS service despite the per-message charge. Eric Winbolt, Digital Media manager at EMI, summarised it as "We now have a reliable MMS mechanic and we have proven that our audience welcomes it. We can now look at integrating it more tightly within our communications."

Read more about our work with EMI