Tell your significant other to stay out of hot tubs!

An explanation will arrive shortly.

Hi all, it’s Friday Thing/k.

Few times in the past I brought examples of brands that their digital advertising took the form of services for consumers.
(for example Nike’s workout advice, online communities and local sports competitions).

The idea is to provide a service that the consumer goes, ‘Wow, you really made this easier for me’.

So let’s check this service.

BabyCenter, which is owned by Johnson & Johnson,  has a new mobile application called The Booty Caller. The Booty Caller is a series of text messages (three per menstrual cycle) that lets women know when they're most likely to be fertile and provide helpful fertility advice.

Sample messages are:

"Your fertile window opens today and lasts 5 more days. Stress can get in the way of conception so relax and get a massage, meditate, or take a yoga class."

"Today is your last fertile day! If you get pregnant during this cycle, your due date will be on or around 25.6.2009."

"Tell your significant other to stay out of hot tubs! Hot sperm have more trouble swimming upstream."

"Your fertile window starts in one week. Find out if your chances of getting pregnant are better in the morning."

Spanish language version of Booty Caller, Mama Cita, is also available.

So no hot tubs, you say?...

(Source: Mediaweek, Momlogic blog and BabyCenter)