In another example of a smart company using mobile marketing to reach their target demo, we see The CW using the channel to promote the new Melrose Place:

The ad campaign was powered by mobile ad network Mojiva and targeted audiences on the mobile Web in the United States from Sept. 1 to Sept. 8. The ads ran on the iPhone and Android platforms leading up to the show’s premiere.

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The Melrose Place ad has a click-to-expand feature to show more information than a typical banner ad. When not in use, it contracts to let users continue browsing.

Once expanded, the advertisement linked to The CW’s mobile landing site for iPhone and iPod touches at http://iphone.cwtv.com.

The expanded ad also featured a video promoting the TV show that opened up in the user’s native video player. Now that the show has premiered, this mobile ad is no longer active, but the network has plans to continue its presence in the mobile space.

Read more at Mobile Marketer.