Iris Mobile, a mobile marketing company and creator of Rich Media Messaging (RMM), technology that allows rich content such as long text, video and images, to be delivered to virtually any mobile
device, has been named the mobile messaging agency for The Wet Seal. Iris Mobile will support the brand's mobile marketing programs with RMM to help the retailer, which caters to young women,
strengthen its presence and connect more personally with its mobile customers. Rich Media Messaging, or RMM, is Iris Mobile's patented messaging technology that delivers device optimized rich content
to almost every handset on the market, using any wireless carrier, with no data plan required. Work began earlier this summer on a RMM campaign that allowed customers to opt-in to receive mobile
messages from Wet Seal by texting WETSEAL to 35750. Upcoming RMM campaigns, aimed to build brand loyalty and drive sales, will contain coupons and promotions, iPhone Passbook integration for easy
access when shopping in stores, the ability to set calendar reminders before offers expire, and options to share messages with friends on Facebook and Twitter. "Teens expect to be able to connect with
brands in a way that reflects how they interact in everyday life or through their mobile devices," said Cezar Kolodziej, President and CEO of Iris Mobile. "RMM cuts through the clutter, allowing Wet
Seal to reach their customers, where they spend most of their time with engaging content that brings the brand to life in the palm of their hands.