Geffen UK has announced plans for a mobile marketing campaign for pop duo Mini Viva’s debut single. The label is working with mobile advertising firm AdMob and agency MediaCom to run ads purely on websites and applications for iPhone and iPod touch. The ads will be a mixture of text links and graphical banners, driving people to the iTunes Store to buy the single (or pre-order it, in the run-up to its release). Geffen says the campaign is part of its wider digital efforts, with half its marketing budget for the band focused on digital channels.
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