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CW Beams ‘90210’ Content to Mobiles in $50,000 Campaign

The CW is running an internet and mobile campaign for its new teen series, 90210, over the next three days. A “virtual billboard” promoting the series will take over the home page of mobile content site Myxer, which has a community of 12 million teens and twentysomethings.

Custom mobile downloads on the site will 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.

The campaign, which is costing the CW about $50,000,  is an effort to reach “our media-savvy young adult viewers on every platform available,” according to Rick Haskins, evp of marketing for the CW (via MediaPost).

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

Though the U.S. lags behind the U.K. and India in many mobile phone usage categories, the number of U.S. 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 U.S. also shows steady increases in the number of people who recall seeing advertising through their mobile phone, from 31 percent in ‘07 to 37 percent in 2Q.