Fox is getting viewers hyped up about the return of its show ?Glee? through an interactive mobile advertising campaign.

The company is running the initiative through People?s mbile site. The campaign is a good example of how time-sensitive efforts can be beneficial for marketers.

"One of the great things about mobile marketing is the ability to run a mobile ad that can give real time updated information for the consumer with the ability to make a change to the mobile ad the next day without a significant amount of prep work; there is less risk of running an outdated ad that wouldn't be relevant," said Marci Troutman, CEO of SiteMinis, Atlanta. 

"Mobile marketing allows flexibility that isn't slowed by other marketing venues," she said. "The Fox mobile campaign running a real time announcement for a show the same night; clearly defines this ability.   

"In addition, allowing them to link to previews of the show and information surrounding the show. Linking to a secondary page offers an enticement for those consumers that have heard about the show but haven't had the time to watch a preview and get engaged."

Ms. Troutman is not affiliated with Fox. She commented based on her expertise on the subject.

Fox did not respond to press inquiries.

Gleek out
The Fox mobile banner ad reads ?Glee Returns Tonight 9/8c Fox.?

When users tap on the mobile ad, they are redirected to the company?s dedicated Glee mobile site.

From there, users can browse videos, check out photos and learn more about the cast and crew.

Fans are also encouraged to take the Glee Trivia quiz and test their knowledge.

The campaign features several tabs that aim to drive user engagement and really get consumers excited about the upcoming new episodes.

Fox is smart to use mobile advertising because it helps the company reach on-the-go consumers with relevant and timely content.

Mobile evolution
Fox is no stranger to mobile.

In 2010, Fox introduced a contest to find a Web developer to help create the most ?pimped-out? mobile application for its show "Fringe."

The company partnered with Appnation for the Pimp My App contest. Fox offered developers across the country a chance to win $10,000 and to have his or her submission developed into a Fox application (see story).

"For this new Fox ad, adding in the further click through link to a mobile-optimized site that allows consumers to engage with information about the cast, photos, videos and more could push to gain more viewers for the show," Ms. Troutman said.

"There seem to be a few additional elements of mobile marketing that could enhance the experience once consumers do click-through with social engagement for sharing and discussing via Twitter, Facebook, Pinterest, Google+ and others, contests to collect fan data, and/or a stickiness factor that would encourage the site to be visited more often," she said.

"Overall this is a great example of utilizing a mobile marketing banner ad campaign to raise awareness real time on a site that is the perfect demographic for the ad."

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York