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Maxis runs text promotion to update Malaysians on missing flight MH370

Maxis SMS marketingMalaysian telco is running a text promotion around the ongoing saga of the missing Malaysia Airlines flight MH370, which vanished in the early hours of Saturday morning over the South China Sea.

In an SMS obtained by Mumbrella, the advertiser is inviting Malaysians to text ‘FOLLOW MAS’ to get the latest information on the missing flight. The SMS finishes with the words ‘Lets Pray for MH370!’

The brand is also promoting the campaign on its Facebook page. A message from Maxis reads:

As there is a lot of information coming from multiple channels, with varying degrees of accuracy, MAS has set up a hotline where family & friends can get the latest and most reliable breaking news. Maxis and Hotlink customers can call the hotline at no charge at +603 7884 1234.

Maxis is not the only brand to use the disappearance of the plane in its communications. Radio station BFM has posted a banner on its Facebook page to show that its support for the rescue effort. The words ‘Berdoa [pray] For MH370’ are a play on the brand’s initials.

BFM has halted regular weekend programming and broadcast Malaysian Airlines’ press conferences live. Malaysia’s largest commercial radio station, Astro, has curbed the volume of ads running on its network to make way for MH370 coverage and is playing lighter types of music.

Malaysia Airlines has used its Facebook page to issue updates on the missing plane. The airline has changed its Facebook cover photo to a blank picture with no branding and muted the colours of its logo to a neutral grey.

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