BMW is running a mobile campaign on the Nokia Media Network to promote some of its popular luxury vehicles to consumers in Spain.

Some of the biggest players in media from across Europe have just recently joined the Nokia Media Network, such as Agence France-Presse, France; RTL Mobile, Germany; Cuatro, Spain; Grupo Prisa, publisher of El País, Spain; Unidad Editorial, publisher of El Mundo, Spain; CNET, UK; Telegraph Media Group, UK; Trinity Mirror, UK and International Herald Tribune, pan-European.

"We have expanded our network in Europe with the addition of these publishers," said Diana Lagattuta, head of marketing at Nokia Interactive, Boston. "The strategy is to really build a premium network comprised of top publishers."

With the expansion, advertisers on Nokia's Media Network get access to 100 million consumers around the globe.

BMW, specifically is leveraging the network's reach of Spanish consumers.

The automobile manufacturer is running banner ads on publisher sites that have a Spanish audience.

By clicking on the banner ad, consumers are rerouted to a BMW site in Spanish, where they can get more information on specific vehicles and look at pictures.

Nokia Interactive Solutions created the mobile BMW site at www.bmw.mobi/es. The team also created the banner ads.

The mobile site has click-to-call functionality and other advanced mobile mechanics.

It also lets users personalize their mobile devices with videos, wallpapers and ringtones.

The new European publishers join other flagship Nokia Media Network publishers such as Reuters, Cosmopolitan and AccuWeather, operators like Sprint and Airtel, and Nokia services including Nokia.mobi, MOSH and Widsets.

The luxury automaker has done mobile campaigns all over the world.

Most recently, BMW launched a campaign promoting its first X6 Sports Activity Coupe, using mobile as part of a multichannel effort to build a relationship with consumers.

The campaign ran nationwide on television, print and radio, driving people to a mobile WAP site created especially for the new car. The mobile aspect of the campaign is powered by mobile marketing company Waterfall Mobile, asking consumers to text a keyword to the 67463 short code (see story).

Other advertisers on the Nokia Media Network include Dolce & Gabbana, Paramount, Kraft. Hyundai, Unilever, Ford and MTV Networks.

It has created mobile campaigns that include banner ads, mobile Internet sites, location finders, mobile coupons, click-to-call and other advanced mobile mechanics.

"Unlike our competition, we don't just aggregate we are trying to build a brand-safe arena for advertisers," Ms. Laguttuta said. "As part of our strategy we are only working with the blue chip publishers, that are very well known in their countries."