Among the press releases I've received in the past 24 hours, was one from the team at Mobile Posse and Minneapolis digital shop space150 about an especially tasty mobile activation for client Dairy Queen. Maybe it's because the warm weather in the Northeast has gotten my mind -- and tummy -- thinking about ice cream, but I find this campaign, well, delicious.The agency took over Mobile Posse"s idle screen ad platform to offer mobile consumers Dairy Queen's new "Sweet Deals" value menu, and consumer reaponse was indeed sweet The campaign generated clickthrough rates of 22%. Yum! So how'd …

I'm looking forward to today's OMMA Mobile agenda, because I'm starting to see mobile in a new, much broader light since the last time we met to discuss this rapidly growing, and rapidly changing media platform. Among other things, I've started to recognize how mobile isn't necessarily a medium in and of itself, but often is the glue and connectivity for a lot of the rest of the media ecosystem. That's something I learned last week during MediaPost's Digital Out-of-Home Forum in this same venue, where much of the discussion centered on the notion that mobile connectivity had become the …

Welcome to OMMA Mobile. For those of you monitoring the show from here in the room or afar, we also have Mediapost’s ongoing events Twitter feed @mediapostlive. You can post and search against the Twitter hashtag #ommamobile. The hashtag at OMMA Behavioral worked very well as a conduit of audience interaction but also as a font of audience questions. I would urge attendees and those just monitoring the event remotely to consult that feed and suggest questions. Often someone in the audience will pick up a query in the Twitter feed and pose it for the panel. I think Twitter …

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April event showers bring May... smartypants....right? Our official event focused Twitter account, @MediaPostLive, has been updating our followers on deals and info pieces, but sometimes, because we've got so many things happening in April, it's easy to get overwhelmed, confused, or buried. We have been promoting hashtag (word snippets calling out a topic or conversation thread) usage in conjunction with Twitter at our events so you can find each other via search before and after the event and follow new people interested in the same subjects as you. It's all about building out the ole network right? So let's …