Universal Pictures is running a mobile campaign to reach an engaged audience of consumers on the go by bringing "Fast & Furious" to mobile phones nationwide.

By using AdMob's mobile network, Universal Pictures' mobile campaign is expanding its reach to mobile consumers with a specially designed mobile ad campaign and Fast & Furious sites designed for the mobile Web and iPhones.

"The mobile campaign running on AdMob's network is designed to build excitement with fans of the original movie and engage with a new group of movie goers," said Nicole Leverich, spokeswoman for AdMob, San Mateo, CA.

AdMob claims to be the world's largest mobile advertising platform.

Universal Pictures' ad agency is Ignited.

The mobile banner ads drive consumers to the mobile or iPhone site for the movie that allows them to get into the Fast & Furious experience by watching a movie trailer, seeing photos, downloading wallpapers or buying tickets.

The mobile ads also include AdMob's unique iPhone click-to-video ad units and text ads. These ads also drive consumers to the Fast & Furious sites.

The campaign is meant to re-engage fans of the original movie, drive ticket sales and build excitement for the film.

"The entertainment industry is constantly looking for innovative ways to reach fans and audiences from leveraging social media avenues to taking advantage of cutting edge advertising formats," Ms. Leverich said.

Universal Pictures has used mobile to create a buzz around movie launches in the past.

To support the April 2008 launch of the comedy film Forgetting Sarah Marshall, Universal Pictures launched a cross-media marketing campaign, including text message advertising on the 4Info ad network.

Later that year, Universal Pictures teamed up with Zannel, a viral mobile entertainment network that provides a way to create, experience and share content on any mobile device. Universal teamed up with Zannel to promote the film "Knocked Up.

"The mobile campaign for Universal Pictures' upcoming Fast & Furious movie expands their reach to consumers on the go and making their entertainment decisions with engaging ads and sites specially designed for the mobile Web and iPhone," Ms. Leverich said.