Ford Motor Co. has rolled out a multi-faceted mobile campaign that includes branded content and mobile advertising to promote the launch of the 2010 Mustang.

Ad-supported mobile entertainment site Myxer's new Mobile Media Storefront showcases Ford-branded content and the user-generated content related to Mustang in a custom-designed storefront, available on both the wired and mobile Web. The Ford campaign also includes mobile advertising.

"Ford wanted a one-stop-shop where they could do Web advertising, mobile advertising and innovatively add their brand into the actual mobile content in a custom-designed hosted solution -- while also giving the user community the ability to add and share their own Mustang pictures as mobile content," said Steve Spiro, vice president of marketing for Myxer, Deerfield Beach, FL.

"Plus, they wanted to leverage our large audience -- over 22 million people -- where they could hyper-target their ad buys to sections like the Rock category, tied in with their psychographic, and the Cars category on Myxer," he said.

"They also wanted maximum exposure on our site, which we are offering multiple times during the campaign including on the Myxer home page."

Myxer averages more than 55 million mobile downloads a month and has a catalog of more than 1.7 million ringtones, wallpapers, videos and games.

The Ford Mustang campaign includes complete ad placement ownership within the delivery path of content to consumers' phones, sponsorship of Myxer's Cars wallpaper category, home page takeovers at http://www.myxer.com and placement as the Pick of the Day.

"Brands in general are recognizing that in addition to the standard click-through measurement, having tens of thousands to hundreds of thousands of people ?carrying their brand' with them in the form of a ringtone or wallpaper is a very powerful marketing weapon as a both a reminder to the user and for the viral benefit to those that hear the ?brandtone,'" Mr. Spiro said.

"Advertisers like Ford want a one-stop Web and mobile solution that is cost-effective, simple and powerful and allows them to take advantage of both our huge, targetable audience and our leading technology platform," he said.

The banner ads drive consumers to a Ford portal at http://www.fordvehicles.com/cars/mustang, as well as to the automaker's hosted mobile content platform on Myxer.

On the Ford portal, there are specific pictures and descriptions of the 2010 Mustang's features.

On the Myxer hosted platform there are free ringtones and wallpapers from Ford, plus there is a community section called the Myxer Mustang Club, where consumers can upload their own pics of their Mustang for others to download.

The core demographic of Myxer is 18-30, skewing slightly female.

"Ford took advantage of our hyper-targeting by sponsoring both the Rock and Cars category as well," Mr. Spiro said.

Myxer partners with various mobile ad networks, including AdMob, Quattro Wireless, Millennial Media, Third Screen Media, Nokia Enpocket, 4Info, Movoxx and mSnap.

However, the Ford Mustang campaign is through a direct relationship with Ford's ad agency, Team Detroit, and not through a network.

Myxer is also issuing the following call-to-action: "For a free Ford ringtone text keyword Mustang1 to short code 69937."

Myxer has a nationwide direct sales force that works closely with the top interactive agencies and brands.

"Our marketing department works with the sales team on the development of custom proposals so the agencies/brands can get the most out of the relationship," Mr. Spiro said. "We also promote the mobile platform throughout our Web site and in our newsletter as well.

"Plus, it always helps when we get great PR coverage like we do from Mobile Marketer," he said.