General Mills' Chex Mix and car manufacturer Toyota are advertising on Yahoo's Fantasy Football mobile
experience.

The campaigns began running on Sept. 4 and will continue through out the football season. Both brands are using banners on the site at http://m.yahoo.com/fantasy with a tie in to football to promote themselves.

"From our perspective, experiences around events like football season drive engagement," said Zealous Wiley, a Yahoo spokesman.

"While fantasy users want a PC experience, they are also interested in how they can stay in touch with the information that is important to them while on the go - in this case having the ability to make roster updates, get the latest news and analysis, check injury reports, and real-time game-day updates," he said.

Chex's banner ad asks users to click through if they want to send smack talk from a football player to one of their friends.

Once users click through they are routed to a page that reads, "Get in someon's face with SMACK TALK. Have Ickey, Barry He Hate Me and the rest trash talk to your Fantasy Football friends."

Users can chose which NFL player they want to make the call.

Once a player is selected, users can preview the pre recorded lines they can send to a friend.

Then they select a line and enter their mobile number and their friend's mobile number and the call is sent.

The Toyota campaign promotes the 2009 Toyota Corolla.

Site visitors are encouraged to click through to learn more about the car.

Once they click through, users are routed to a page where they can explore the different color options of the 2009 Corolla through an image gallery.

Users can also research the car in terms of cost and MPG rating.

Also, users can download Corolla wallpapers and ringtones.

Toyota isn't the only car company that has dabbed its feet into mobile marketing.
Ford Motor Co. just recently launched a CNBC mobile advertising campaign in which Microsoft will power the mobile display ads.

The Ford mobile banners are meant to drive consumers to the Automakers mobile site. This announcement is a result of the fact that Microsoft and CNBC made a deal to expand their advertising partnership into the mobile space (see story).

Jaguar also came to Yahoo in November for help in driving awareness of the new 2009 Jaguar XF car. This was Jaguar's first mobile campaign nationwide.

In conjunction with the 2009 Jaguar XF's reveal at the LA Auto Show, Jaguar wanted to drive qualified traffic to the XF mobile Web site to engage consumers in the XF experience and capture handraisers.

Yahoo's reach was able to generate instant awareness. Yahoo's targeting products allowed Jaguar to pinpoint in-market shoppers for luxury vehicles. Finally, Yahoo's audience on the Jaguar mobile site was said to be highly engaged and took more than 56,000 actions.

"It is clear that mobile users want to go to a specialized content site for something like fantasy football," Mr. Wiley said. "This is truly an opportunity for Chex Mix and Toyota to reach an engaged audience of mobile users."