Redbook is partnering with mobile gaming company Limbo 41414 to develop a branded game that lets people bid on high-end prizes on their cell phones. Under Limbo's mobile auction system, the lowest
rather than the highest wins. Previously, the company has run auctions in which the winners have won luxury goods including a Mini Cooper for $50.43 and a plasma TV for $54.24. Redbook's "Red-Bid"
auction will be promoted in the magazine beginning with the March issue and on Limbo 41414's Web site. "The RED-BID program gives us a fun, new way to engage our audience," said Redbook Vice President
and Publisher Mary Morgan, in a prepared statement.
