Mobile marketing grows

The mobile phone appears to be making headway as an advertising delivery system as growing numbers of major marketers launch summer campaigns designed for the "third screen."
Ad spending on mobile phone campaigns is getting serious for some major marketers.
Along with McDonald's, marketers including Masterfoods, Timex, Coca-Cola Co., Heineken and Johnson & Johnson are readying promotions that encompass everything from mobile games to ring-tone giveaways and text-in trivia contests and sweepstakes.
Mobile elements have already become an integral part of the mix for movie marketers, with most film sites now including a "mobile" link. Fans of Batman Begins can fight evil in Gotham in a mobile game, enter a text-messaging sweepstakes or buy ring tones or wallpaper; the Bewitched site offers 12 ring tones, including Samantha's signature sound.

 Via Adage

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