Nestlé Purina Pet Care Company is using Limbo's Lowdown to sponsor daily, free text message alerts for pet lovers.

Through Limbo's advertising-supported text message alert service, advertisers can tap into the SMS inventory - more than 6 million monthly text messages - and content options now available from Limbo.

According to Michael Moore, Nestle Purina Pet Care's director of Interactive Marketing, the company hopes to offer relevant content and reach consumers in a deeper, more personal way via their wireless devices.

Limbo Lowdowns include content offerings such as celebrity gossip, sports scores, movie and music news and popular static content such as jokes and customized horoscopes.

"This program will allow Purina to reach a highly targeted audience with valued, timely SMS mobile content for which their consumers are passionate - their pets," said Jonathon Linner, Limbo CEO and founder.

Limbo offers the ability for brands to integrate advertising messages alongside relevant content, frequently rotate and reinforce campaign messages, and to leverage the ability to click-through to WAP, call and coupon opportunities.