SOURCE: Ad Infuse

March 06, 2007 08:00 ET

MINI USA Launches Mobile Advertising Campaign With Ad Infuse Technology

SAN FRANCISCO, CA -- (MARKET WIRE) -- March 6, 2007 -- Ad Infuse, a leader in delivering personalized mobile advertising solutions, today 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 on-line webisodes featuring two crime fighting characters, "Hammer" and "Coop," 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.

"AdInfuse gave us a turn-key solution allowing us to expand the 'Hammer & Coop' project into the mobile and podcasting universe," said Sankar Patel of Butler, Shine & Stern and Partners. "By bringing in one of their content partners, Versaly, we are able to distribute entire 'Hammer & Coop' webisodes to Sprint mobile subscribers."

Ad Infuse is supporting the "Hammer & Coop" launch in three ways. First, Ad Infuse leveraged their 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 Media's 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, 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," said Trudy Hardy, Marketing Manager for MINI USA. "As a result, we wanted to create a campaign that took an unexpected approach to branding, engaging their audience while they're 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 will run through March 31st.

About Ad Infuse

From portable media players to mobile phones -- Ad Infuse delivers highly personalized ad experiences to consumers across all mobile devices. By dynamically inserting ads at the moment of content delivery, Ad Infuse ensures optimal relevancy for the end user. With the utmost respect for consumer data protection, Ad Infuse unlocks new revenue streams for channel owners by dismantling limitations of the current mobile advertising sponsorship model. Evangelizing the growth of mobile media consumption, Ad Infuse is committed to helping mobile operators and content owners reach sustainable efficiency while providing advertisers with ultimate ad effectiveness.

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