Lifetime Television partnered with Chacha for a mobile advertising campaign meant to drive awareness and viewers to its made-for-TV movie, "Sex, Lies in Sin City."

The ads were embedded in ChaCha's answers service. Also, a call to action asked users to reply SINCITY for time and listing information.

"We have been running ads on ChaCha answers with brands like Coke and Lifetime Television cable network for a few weeks," said Susan Marshall, vice president of marketing at ChaCha, Indianapolis.

"Because of the success that Lifetime saw through these ads, it will now be promoting its Army Wives show via the ChaCha service,"she said.

"Today's news is we are making our advertising service available to anyone whose interested."

ChaCha is a free mobile answers service. Users can call 1-800-2ChaCha or text questions to ChaCha (242-242) on mobile phones and receive answers within minutes.

ChaCha expert guides - trained and skilled individuals - use ChaCha's internal patent-pending search tools to respond to any query.

The company's new mobile marketing service is offering brands rich SMS advertising within custom mobile answers that are sent back to consumers.

ChaCha claims this service is the first of its kind in the mobile marketing and advertising industry and offers the ability for major brands to create and implement targeted, interactive SMS advertising and marketing campaigns on mobile devices.

The Lifetime pilot ad had two parts.

First there was a text ad at the end of ChaCha answers. It says, "New Lifetime Movie this weekend! Reply SINCITY for more."

Following is the full ad that ChaCha users receive while they're waiting for their answer. It said, "Las Vegas entrepreneur Ted Binion indulged in excess, but what led to his demise? Watch "Sex and Lies in Sin City" October 25 at 9 pm et/pt on Lifetime."

With more than 1.7 million users and more than 40 million queries since the launch of its mobile answers service in January, ChaCha partners with brands to create interactive mobile ads that drive awareness, interactions, lead generation and ultimately sales.

"What's great about this is its extremely easy and straightforward," Ms. Marshall said. "Advertisers can target by question category and can target users according to the profiles they fall under."