World Wrestling Entertainment has started their own Mobile Alerts service that will send fans regular text messages of late-breaking news from the company, as well as polls and trivia. The news portion of WWE Mobile Alerts blends both legitimate updates--wrestlers who are suspended, hired, or fired, for instance--with the capability to use the service as a way to extend the storytelling world.
WWE is uniquely situated by being able to combine what many sports franchises are already doing in the realm of sports reporting--sending game score updates, for instance--with the WWE's fictional world because wrestling is one version of television entertainment that predicates on being a part of the "real world" in a way most other fiction shows don't.
The service costs $3.99 a month. We'll see in the next few months how many fans decide to plunk down the modest fee to be on the cutting edge of the WWE's storylines. If they get a hardcore fan base developed around Mobile Alerts, it could become an essential part of the storytelling device, similar to how the company is using its Web-only video programming to supplement the televised shows.
Does anybody know of similar instances where a "news reporting" mobile service is employed develop a fictional storyworld on a regular basis?