Retail Marketing - Shopping Center Marketing

For the next three days, teen network The CW will run an internet and mobile campaign for TV series 90210, which debuted last night.

The campaign reportedly cost $50,000. A “virtual billboard” will take over the home page of mobile content site Myxer, which has a community of 12 million teens and twenty-somethings, reports MediaBuyerPlanner.

The campaign is an effort to reach “media-savvy young adult viewers on every platform available,” according to Rick Haskins, evp of marketing for the CW. Custom mobile downloads on Myxer include ringtones, videos and images from the show, plus widgets that allow for viral distribution of the content. There will also be mobile SMS text ads.

Myxer is calling its integrated online and mobile marketing program Red Carpet, and is touting it as a way for entertainment studios, musicians and marketing agencies to “add high impact advertising opportunities to product launches.” The CW is the first to take advantage of Red Carpet, Myxer says.

In recent months, Myxer has worked with McDonald’s, NBC, Universal Pictures, the U.S. Army and Warner Home Entertainment. Visitors to the mobile site download some 22 million ringtones, wallpapers, videos and games per month.

Though the US lags behind the United Kingdom and India in many mobile phone use categories, its number of mobile phone users has grown from 251 million in 4Q07 to over 263 million in 2Q08 — up nearly 10 percent, according to a Limbo and GfK Technology Mobile Advertising Report.

The US also shows steady increases in the number of people that recall seeing ads on their mobile units, from 31 percent in ‘07 to 37 percent in 2Q.

[Story Found at Marketing Vox]