US mobile agency Ad Infuse has announced the launch of a mobile marketing campaign for MINI USA  as part of the Hammer & Coop campaign. Hammer & Coop, developed by Butler Shine & Stern, is a series of short online webisodes featuring two crime fighting characters, Hammer and Coop, the Coop of course being a MINI Cooper S. The series will be available via broadband on the Hammer & Coop website, as well as a branded mobile content channel on Sprint TV. Ad Infuse is also enabling MINI USA to implement a surrounding mobile advertising campaign with video and display ads on podcasts and WAP sites throughout their network.
Ad Infuse is supporting the Hammer & Coop launch in three ways. First, is has leveraged its relationship with Versaly to bring six different mobisode shorts of Hammer & Coop on deck with Sprint via Fastlane, the lifestyle channel for Versaly.
Secondly, Ad Infuse will dynamically insert 15-second mid-roll and 5-second bumper video ads for Hammer & Coop on Mondo Medias popular Mondo Mini Shows podcast, featuring the hit animated series Happy Tree Friends.
Lastly, MINI USA will sponsor the launch of Ad Infuse content partner, Mondo Mini Shows mobile WAP site, MondoToGo.com for the month of March. MINI USA will also have exclusive advertising for the new Fall Out Boy/Happy Tree Friends music video, Carpel Tunnel of Love, off the new Infinity on High album which released at number 1 on the Billboard 200 chart in its first week.
The MINI brand is all about adventure, fun and mobility, says MINI USA Marketing Manager Trudy Hardy. As a result, we wanted to create a campaign that took an unexpected approach to branding, engaging their audience while theyre on the go. Hammer & Coop is really one of the first campaigns of its kind to bring the message across multiple media formats, including online, podcast and mobile, to continuously engage the user.
The campaign runs until 31 March.