Hothand Wireless launched its University Mobile Network with a pilot program sponsored by Best Buy Mobile at UCLA, which let students get mobile coupons from Subway.

Hothand Wireless, the mobile gateway for college communication, has announced the national expansion of its University Mobile Network, which lets universities offer students and staff access to up-to-the-minute recreation information on their mobile devices. The company has expanded its university partners to include Alabama, Arizona, Georgia Tech, Ohio State, Oregon State, Portland State, Stanford, UCLA, USC and Washington State.

"The programs with Best Buy Mobile and Subway are becoming fully operational this week," said Tim Leets, chief marketing officer of Hothand Wireless, Mission Viejo, CA. "They involve specific offers to the UCLA community via mobile Web that can be redeemed in store by showing their coupon on the phone.

"The campaigns are also linked with our overall promotional efforts on campus which employ Internet, email, events, prizes for contests, publications and more," he said. "The overall benefit is both brand-building and specific calls-to-action."

Mobile coupons are becoming a popular carrot for big brands to dangle in front of consumers.

"The goal of Subway's advertising campaign is to increase its presence in the consumers' 'consideration set'; that is, which fast-food restaurants consumers consider when deciding where to eat," said Bob Grewal, owner of Westwood Subway and development agent for Los Angeles and Orange County, in a written statement. "Hothand University Mobile Network is a fresh, new vehicle to reach consumers."

Hothand Wireless http://www.hothand.com provides a free, non-intrusive mobile Web application and opt-in text messaging service that let students and others access recreation and intramural information on Web-enabled phones and other wireless devices.

This includes scores, standings, schedules, facility availability, contests and polls.

The service is available to all students and staff members. Registration is required to access the service.

College students (primarily 18 to 24 year olds) are the most sought-after demographic for marketing and almost 80% of students participate in recreation, intramurals or clubs at least once a week.

Last spring, Hothand Wireless announced a partnership with the National Intramural -- Recreational Sports Association, a resource for professional/student development, education and research in collegiate recreational sports.

NIRSA-affiliated colleges represent more than 600 campuses and more than 7 million students.

"NIRSA's exclusive endorsement and partnership provides us the opportunity to connect with key leaders in recreation and intramurals and other activities which have the highest degree of consistent interaction with students at universities," Mr. Leets said. "As we partner on campuses we benefit each other.

"We provide them with a mobile communications platform and they provide the quality content," he said. "We both partner on promotion."

Hothand Wireless will be working with universities to expand its services to encompass all aspects of college life.

Available on all carriers, students, faculty and alumni are able to take advantage of Hothand Wireless' Hot Deals section with special offers from top merchants.

The menu-driven application provides advertisers and sponsors the opportunity to reach a hotly sought after group -- college students -- without intrusive push technology.

Consumers can access information at their discretion.

Hothand Wireless works with social networks and affinity groups to expand their mobile reach to consumers.

The company's mission is to provide rich content and special offers to consumers through its menu-driven mobile gateway and to become part of the DNA of university communication.

Hothand works together with university recreation groups to partner on promotion.

"This can involve Internet, events, email, SMS, events, video, prizes, contests and more," Mr. Leets said. "Each university is unique and each campaign is tailored to match the culture and resources of the school.

"There is also a viral element as a person can refer someone else right from their phone," he said. "The referrals can add up for rewards."