• by Mark Walsh  @markfwal, July 11, 2011

Mobile Posse, which has partnered with companies including Verizon Wireless, Alltel Wireless and MetroPCS to deliver content and advertising to the idle screens of mobile phones, has forged a new deal with U.S. Cellular. 

Under the agreement, Mobile Posse will power the carrier's "Daily Perks" information service, providing weather, local gas prices and sports scores along with special offers from retailers, restaurants, and other businesses.

Mobile Posse generally runs deals and discounts from the local outlets of national chains, such as McDonald's and Jack in the Box. The McLean, Va.-based company last month opened a New York City sales office led by Greg Wester, whose background includes management positions at VoodooVox, Organic and Yankee Group.

The free "Daily Perks" app, which currently can be downloaded to Android and BlackBerry devices, will soon be pre-loaded on all U.S. Cellular phones. Focused on the Midwest region, Chicago-based U.S. Cellular is the nation's fifth-largest wireless operator with 6 million customers.

The company in May announced it would roll out 4G LTE service in 24 markets by year's end including Des Moines, Portland, Maine, Greenville, N.C. and Milwaukee and Madison, Wis.

"Daily Perks will run on our high-speed nationwide network, so users can access localized information and valuable bargains quickly," said Joe Settimi, senior director of data strategy and services for U.S. Cellular, in a statement.

In addition to its own sales force, Mobile Posse also sources advertising from mobile ad networks, including Millennial Media, Ad Marble and Jumptap.

Mobile consumers who opt in to use "My Perks" get information and offers targeted by Zip code and delivered periodically throughout the day to the idle home screen of their device. If they choose to respond to an offer by phone, users aren't charged for the call. But they might have to pay normal fees for texting in to redeem an offer, according to the service's FAQ page. Users also have the option of turning off the sound alert they receive notifying them of a new deal.

Verizon's version of the same service from Mobile Posse is branded "Daily Scoop." Others include "MyExtras" from MetroPCS and "MyPerks" from Cricket Communications. The company has said it projects audience growth of 800% over the next 18 months.