A TEXT message-based advertising concept set up by students of the University of York is expanding into Yorkshire before taking on global markets.

Joe Pearce, founder and managing director of Waverun, an advertising agency for pubs and clubs set up by students from the University of York in 2008, has ambitious expansion plans.

Revellers send free text message “Waverun York” to 60777 and are added to its database for four hours, during which Waverun will send them promotions from venues across the city, including door discounts, live music events and food and drink offers.

The venues are given access to an audience that is already out and actively seeking advertisements, said Joe, and bars can react instantly by adding a promotion if they are having a quiet night.

The service has been used more than 25,000 times in York, mainly by students, and in September 2009 it launched in Leeds. The business wants to take the service to Sheffield, Nottingham and Huddersfield this September, and more cities before Christmas.

The business is in the running for Science And Technology Business Of The Year and Small Business Of The Year at The Press Business Awards.

Ultimately, Joe said, he would like to use Waverun in other markets outside the bar industry and in new markets abroad.

He said: “Waverun is centred around a high-quality website that has been built with expansion and evolution in mind. This, combined with such low overheads, means that Waverun’s potential for rapid expansion is phenomenal.”