Myxer, CW Network Launch '90210' Campaign

SpiroPromoting its new teen TV series "90210," the CW Network today is slated to take over the homepage of mobile content site Myxer for the next three days.

With the "Red Carpet" online and mobile marketing buy, The CW is hoping to reach Myxer's community of some 12 million teens and twentysomethings with custom mobile content downloads like ringtones, videos, images, along with customized widgets for the viral distribution of content across the social web.

"Our top priority is to reach our media savvy young adult viewers on every platform available," said Rick Haskins, EVP of marketing at The CW.

For the "90210" series launch, Myxer worked with OMD Los Angeles to create an integrated campaign that starts online with a complete brand takeover of Myxer's homepage via a "virtual billboard" for three days. From there, the campaign is designed to then be taken mobile via SMS text ads, WAP banner ads and mobile content including free ringtones and wallpapers.

In all, the campaign is costing The CW about $50,000, the vast majority of which is going to the three-day Myxer homepage takeover, according to Steve Spiro, vice president of marketing at Myxer. "This is the most all-encompassing campaign we've done for a client, and it's the most expensive," Spiro said.

Spiro said he is witnessing the continued increase of mobile budgets as advertisers increasingly seek multi-platform campaign. "Alone, mobile isn't as attractive to advertisers," Spiro said. "But, they're willing to spend a lot for a campaign that includes online and mobile."

In recent months, Myxer has worked with other advertisers in similar efforts to incorporate elements of their web-to-mobile platform into overall campaigns, including McDonalds, NBC, Universal Pictures, U.S Army, and Warner Home Entertainment.

Myxer visitors download some 22 million mobile downloads a month from its catalog of roughly 1 million ringtones, wallpapers, videos and games.

Additional program elements include customizable mobile web sites as well as write-ups in Myxer's recently launched Youth Culture MINE blog http://mine.myxer.com.

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