The CW television network took second place for the 2009 Mobile Marketer of the Year award.

Based on the nominations received from readers and submissions from this publication's editorial team, Mobile Marketer is convinced that The CW serves as a role model for outstanding use of mobile advertising and marketing. Here is a breakdown of The CW?s work in the mobile space in 2009.

Mobile all the way
At last year's Comic-Con International, The CW promoted its new show "The Vampire Diaries" with postcards with a digital image on it.

With the proper device, snapping a picture of the digital image got the user a video preview of the series.

The network has a mobile site at http://iphone.cwtv.com. The CW launched its official iPhone application in September.

Last fall The CW let users sign up to receive texts that showed the mobile content the characters of "Gossip Girl" were seeing and sending at the time.

Currently, users can sign up to receive text alerts from Gossip Girl herself via the show's official CW site at http://cwtv.com/shows/gossip-girl

The CW programs often feature mobile phones from various brands. "Gossip Girl" features product integration with Verizon Wireless.

"Melrose Place" and "The Vampire Diaries" ran advertisements on the popular iheart radio application for the iPhone. The CW plans to launch more text-to-win contests for "90210" and "Gossip Girl."

Original "Gossip Girl" webisodes will also be made available thanks to Verizon.

Last fall The CW ran ads for "Gossip Girl" using the popular online abbreviation "OMG." This season, it's "WTF."

Halloween fun
The CW ran a mobile campaign around the time of Halloween. The goal of the campaign was to promote

The CW's Halloween-themed episode of "The Vampire Diaries" airing Thursday, Oct. 29 at 8 p.m.

The ad copy for this campaign was built around the theme ?Halloween Sucks!? 

Each day during the six-day campaign had different copy.

The answer and confirmation ads consisted of:
1. Are you into vampires? Text LIKEVAMP
2. Be sure to carry garlic this Halloween! Why? Text USEGARLIC
3. Ve vant 2 find ur answer! *What do U get when you + 2 days, 2 brothers, 1 girl, and Halloween? Text VAMPLOVE if you dare n see Vampire Diaries Oct 29 @8/7c
4. Ve'll answer ur question, after ve suck ver blood!  *In 5 days, see Vampire Diaries at 8/7c and see how Halloween really sucks. Can't wait? Text NOWAIT

Confirmation Responses:
1. If vampires R ur thing, then don't miss "The Vampire Diaries" Halloween episode Thursday, October 29 @ 8/7c only on The CW! It'll leave u sucking 4 more!!
2. Vampires suck this Halloween, blood that is, on "The Vampire Diaries" (A sex-charged drama according to the NY Post) only on The CW Thursday Oct 29 @ 8/7c

With 56 creative executions the strategy was also to drive interaction and generate response from users.

The campaign recorded over 50,000 responses to the response code.

When measuring the ?The Vampire Diaries? campaign for keyword query growth, searches for ?vampire? or ?Vampire Diary/Diaries? increased as follows:

? ?Vampire? ? Average daily questions increased from 565 to 1122 (+199 percent)
? ?Vampire Diary/Diaries? - Average daily questions increased from 91 to 249 (+275 percent)

Applications
The CW network?s iPhone application, CW City Wize offers map of locations featured on three CW dramas: ?Gossip Girl,? ?90210? and ?Melrose Place.?

Locations such as restaurants, hotels and spas where characters are seen in the three different shows are plotted in a map view, as are Target retail locations. Target was the launch sponsor of the application.

The application features locations from the three dramas and video clips of the scenes that take place at various locales.

The applications are being promoted on The CW?s homepage and on-air during episodes on the network.

CW City Wize was designed to support multiple advertisers and Target does not have exclusivity on the application.

Mobile TV
The CW?s CWTV application for iPhone and iPod touch features videos, pictures and the opportunity to buy episodes from Apple?s iTunes.

The CW partnered with Rhythm NewMedia for the CWTV application.

One of the key features of the application is the power for consumers to buy full length episodes from iTunes.

Currently, fans can only stream full length episodes on http://cwtv.com, not on any of The CW?s mobile sites.

CWTV features photo galleries, clips, previews, recaps, interviews with the cast and behind-the-scenes footage from all of The CW?s shows.

Also featured on the application is a weekly schedule of programming on the teen network, and episode summaries.

The application has a customizable feed for users to tailor content to their favorite programs.

CWTV was advertised on CW?s Web site and during episodes of CW programs above the network?s logo.