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The National Guard Deploys Mobile Marketing Technology to Help Enlist Potential Recruits

"Warrior" video featuring Kid Rock and Dale Earnhardt Jr. promoted through mobile website created on 2ergo's mobile marketing platform

ARLINGTON, Va., Sept. 30 /PRNewswire/ -- Continuing its efforts to reach the elusive 17-to-24-year-old demographic, The National Guard worked with LM&O Advertising to launch a nationwide theater advertising campaign on August 29, 2008, featuring "Warrior," a two-and-a-half minute video spot with music by Kid Rock and an appearance by NASCAR driver Dale Earnhardt Jr. As part of the campaign, a mobile Internet site was created using 2ergo's Swift mobile marketing platform that allows movie watchers to access and interact with the "Warrior" site on their mobile phones while sitting in the theater. The mobile site, found at, features free MP3 and wallpaper downloads, the "Warrior" video, and a recruiter contact form for those interested in more information about The National Guard.

"The mobile website provided The National Guard with a compelling recruiting tool that could break through a cluttered and fractured media environment," said James A. Boyle, management supervisor, LM&O Advertising, Inc. "In 'Warrior,' thanks to an outstanding performance by Kid Rock and an electrifying cameo by Dale Earnhardt Jr., The National Guard has the key elements in place to meet its challenge of creating a compelling mobile campaign that is attractive to its target audience."

"The Swift mobile site publishing platform allows brands to be innovative and distribute content via mobile," said Guy Vidra, president of 2ergo Americas. "The National Guard's target demographic expects content to be available on their mobile phones, and the 'Warrior' campaign reaches this market at the right time and through the right medium."

About "Warrior"

Warrior will appear for a two-month period before PG-13 and R rated movies in 3,117 theaters on 27,079 screens nationwide, generating over 124 million impressions. "Warrior" packs a punch with three parallel story lines - Kid Rock performing a USO-type show, Dale Earnhardt Jr. overcoming adversity on the racetrack, and National Guard Soldiers serving heroically in the face of danger.

Out-of-theater supporting elements include an official "Warrior" micro- site,, featuring free downloads of the "Warrior" film, an MP3, wallpaper, behind-the-scenes videos and photos. In addition, the National Guard partnered with Yahoo! to give each campaign element a unique and memorable call-to-action.

In the first month of the campaign, the mobile site has already received thousands of unique visitors and has seen 9000 MP3 downloads, 2600 video views and 600 wallpaper downloads.

About 2ergo

2ergo is a veteran provider of mobile marketing, business and entertainment solutions to the world's most respected brands across a broad range of sectors. Through industry-leading products, 2ergo optimizes an organization's ability to leverage the power of the mobile channel, helping companies create innovative marketing programs, connect with consumers and deliver results that directly benefit the bottom line. The group provides convergent mobile applications, global messaging payment services, content management and mobile Internet products. Clients include FOX, HBO, Disney, NBC Universal, Scripps Networks, AT&T, MasterCard, O2, Blyk, MultiMap and Rightmove. Headquartered in the United Kingdom with offices in the United States and Latin America, the group is listed on AIM, a market of the London stock exchange (AIM: RGO). For more information, visit

    Press Contact
    Kate Larkin
    Larkin/Volpatt Communications
    [email protected]

SOURCE 2ergo

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