The National Guard launched a mobile marketing campaign called "Warrior."

The campaign was created by LM&O Advertising in conjunction with 2ergo, a mobile marketing technology provider. Using 2ergo's Swift platform, LM&O created a mobile Internet site for the National Guard that allowed moviegoers to access and interact with the "Warrior" site on their mobile phones while sitting in the theater.

"The strategy was to reach as many potential National Guard recruits as possible, breaking through the clutter of ads and reaching those when they are a captive audience (in a theater setting) and letting them interact with the brand immediately in a medium they're comfortable with," said Guy Vidra, president of 2ergo Americas, Arlington, VA.

The campaign targets the 17-to-24-year-old demographic.

The mobile site, found at http://warrior.swiftmob.com, features free MP3 and wallpaper downloads, the "Warrior" video and a recruiter contact form for those interested in more information about The National Guard.

Warrior also consists of a two-and-a-half minute video spot with music by Kid Rock and an appearance by NASCAR driver Dale Earnhardt Jr.

The mobile Internet site was created using 2ergo's Swift mobile marketing platform that allows movie watchers to access and interact with the "Warrior" site on their mobile phones while sitting in the theater.

The Swift mobile site publishing platform allows brands to distribute content via mobile.

The National Guard's target demographic expects content to be available on their mobile phones so mobile is the right medium."

Warrior will appear for a two-month period before PG-13 and R rated movies in 3,117 theaters on 27,079 screens nationwide.

Warrior consists of three parallel story lines - Kid Rock performing a USO-type show, Dale Earnhardt Jr. overcoming adversity on the racetrack and National Guard Soldiers serving heroically in the face of danger.

Out-of-theater supporting elements include an official "Warrior" micro-site, www.NationalGuardWarrior.com, featuring free downloads of the "Warrior" film, an MP3, wallpaper, behind-the-scenes videos and photos.

In addition, the National Guard partnered with Yahoo to give each campaign element a call-to-action.

In the first month of the campaign, the mobile site has already received thousands of unique visitors and has seen 9000 MP3 downloads, 2600 video views and 600 wallpaper downloads.

"Mobile is a medium that the target audience is comfortable using and interacting with," Mr. Vidra said. "Also, mobile allowed for an immediate response and interaction with the brand by being able to access the mobile site and download MP3s and wallpapers and watch videos.

"But it wasn't an "either/or" scenario -- mobile was seen as a complement to the online and on-screen aspects of the campaign," he said.