Yell.com has won “Brand Extension of the Year” at the Data Publishers Association’s (DPA) annual awards ceremony, for its implementation of Yell.com mobile. Yell’s move into the mobile arena was facilitated by mobilePeople.

The judges stated that the award was given for: "A great viral distribution model, which is innovative and embraces new technology. It gives customers what they want, when they want it. Yell.com has produced a well-promoted extension of a high profile brand to new media, with a targeted, integrated campaign behind it."

Yell.com mobile is a local search information service, offering phone numbers, addresses, maps and directions for more than 2 million UK businesses, shops and services. It is provided directly to any web-enabled mobile, for free using the mobilePeople Liquid solution. Information found using Yell.com mobile can be saved to a phone’s contacts or shared with other mobile users by text, and the service also provides zoomable maps and turn-by-turn directions.

The event was held in Brighton and the award was presented on Thursday 13th September.