Record label Geffen UK is using mobile ad network AdMob and media agency MediaCom to promote female pop duo Mini Viva's debut single, Left My Heart in Tokyo. 
Geffen is using a mobile ad campaign targeting iPhone and iPod touch users to drive track downloads and raise the bands profile among its target audience of 13 to 24 year olds. A combination of CPC text link ads and CPM graphical banner ads for the record is running across AdMobs network of mobile websites and social networking and entertainment applications. These ad units took consumers to a pre-order page on iTunes and, following the singles release today, directly to the download page.
The campaign is part of Geffen Records wider digital advertising strategy to promote Mini Viva. With a target audience of teenagers, 50% of the labels advertising efforts have been focused on digital channels. Multiple Purpose Units featuring performances from Mini Viva and the full music video for Left My Heart in Tokyo, as well as a social networking widget and free music downloads, have been created to engage fans and enable them to interact with the band.
With new artists being launched on a daily basis, we work in an extremely competitive arena, and were always looking for ways to capture peoples attention, says Geffen UK President, Colin Barlow. Technology now enables acts to raise their profile and start a dialogue with their fans in many new and exciting ways. The mobile channel provided an ideal opportunity to reach Mini Vivas prospective fan base. By working with AdMob and promoting the single on iPhone and iPod touch devices, were hitting a digital generation of music lovers that are becoming increasingly used to interacting with their favourite artists via technology.