FaceIt.mobi was launched as a marketing experiment back in May 2007. Based on the popular 'hot or not' theme we designed the service to allow users to upload their photo directly from their handset and then have the community rate them as attractive or in some cases, not!
Using AdMob, a mobile pay-per click advertising partner, we created various text-based campaigns to attract people to use the service.
After tuning the campaign message, 'geo' and 'demo-targetting' we achieved at peak, 100 registrations in a 5 minute period. We had convinced ourselves that a mobile-market existed for our planned future services.