Dreamworks Pictures and Paramount Pictures have launched a mobile advertising campaign to promote their film "Transformers: Revenge of the Fallen," which hits U.S. theaters today.

The film studios tapped go2 Media, a mobile company that specializes in personalized local information and entertainment content, and its new mobile advertising product called Dynamic Content Marketing, which is being launched initially for the movie industry and will soon be available for other industries.

"The strategy for Dreamworks and Paramount is to take advantage of go2's premium ad inventory through custom-branding of pages," said Dan Smith, president/CEO of go2 Media, Boston, MA.

"Transformers has a complete run-of-site advertising campaign for three days and a special features in our movies section of go2, so that our users know that there's something special between Transformers and go2," he said.

"Rather than just have one banner on small screen, we provide an immersive experience around one product, in this case the new Transformers movie."

"Transformers: Revenge of the Fallen" is an American science fiction action film. It is the sequel to 2007's "Transformers," which was the first live-action Transformers film.

Michael Bay and Steven Spielberg return as director and executive producer, respectively, while Shia LaBeouf and Megan Fox reprise their roles as humans caught in the war between Autobots and Decepticons.

Go2 Media powers a local entertainment portal on the mobile Web and provides mobile publishers with local arts and entertainment content.

The company helps consumers on the go find what's happening nearby, including concerts, movies, events, dining and nightlife. It deals with all of the major U.S. carriers.

By leveraging its local editorial network and mobile publishing technology, go2 delivers local recommendations to consumers in every major U.S. market.

Its products are free to consumers and sponsored by advertisers seeking go2's 18-34 year old demographic.

"We have the ability to pull out content and package it for special demographics such as college students and skiers and snowboarders," Mr. Smith said. "Our target demographic is 18-34-year-old city-focused consumers, so we focus on events in and around major cities in the U.S. in the top thirty-plus markets."

The go2 Dynamic Content Marketing product is designed to engage consumers and provide them with information that relates directly to the use of the product or brand.

For example, the multi-faceted "Transformers: Revenge of the Fallen" mobile campaign features a look and feel for the go2 Movies home page that resembles the Transformers branding and lets consumers take advantage of the new One Click Showtime Finder that helps users locate the nearest screening of the Transformers film.

Consumers can also use the site to read reviews, watch a trailer or browse other movie related content from go2 Movies.

This new movie marketing product includes a suite of tools that go2 created by using the go2 editorial network and a publishing platform.

For the Transformers promotion, go2 created an interactive quiz and weaved other Transformers-related content through the go2 site.

Go2 users have access to image galleries of the movie's stars in the go2 Celebrity News section, a Transformers soundtrack review in the go2 Music portal and alerts about Transformers' stars appearing on TV shows on the go2 Daily Hot List.

For the convenience of the user, go2 assembles the movie related content on a special microsite with all the Transformers content in one place.

Truly effective mobile ad campaigns go well beyond simple banner and landing page implementations, according to go2 Media.

The "Transformers: Revenge of the Fallen" campaign is an example of integrating go2 content and services with marketing to deliver an experience that is designed to be valuable to both the advertiser and consumers.

To gain maximum exposure for the go2 Dynamic Content Marketing campaign, Paramount Pictures opted to buy ads throughout the go2 site for three days leading up to the film's release.

The "Transformers: Revenge of the Fallen" mobile campaign has reached millions of mobile consumers, according to go2.

The go2 mobile site at http://m.go2.com is available for free to users of any Web-enabled mobile device.

"If I'm a movie studio or a brand advertiser considering mobile, I'd look at the fact that mobile enables more ways to connect with consumers by blending content and advertising," Mr. Smith said.

"Consumers are coming back not just for Transformers landing page, but to view the trailer and reviews of Transformers video games, take custom quizzes, use the show time finder and browse photos, which provides a more immersive experience with a deeper connection between the advertiser and our users," he said.

"It's a blending of content and banners to produce a more comprehensive marketing campaign."