Idea Cellular and free SMS service provider, 160by2.com have entered into a partnership as part of Idea’s ‘Use Mobile Save Paper’ campaign. Under the alliance, 160by2.com which claims to have 6.8 million subscribers with 57 million outgoing SMS traffic every month will offer mobile subscribers an interactive game encouraging users to make increased use of mobile phone and less of paper. Registered users will be linked to a microsite which will enable the user to send unlimited messages and also stand a chance to win BlackBerry handsets.

The game involves the user to nurture a seed to grow. The user can gain 15 points per day by sending 15 SMS to unique mobile numbers per day. Upon gaining 15 points the user can earn another seed. The tree yields fruits which can be redeemed for a BlackBerry. The initiative launched in February 15 will continue till March 10, 2010.

The alliance is offering a total of 30 phones to be won over three weeks. The alliance allows 160by2.com to increase its subscriber base. For Idea Cellular, the alliance allows reaching out to subscribers of rival networks as well. Though it may not lead to churn in every case, but Idea can definitely score on brand recall and brand building as well as lead generation aspects with this alliance.