Warner Bros. used mobile to promote the opening of its movie "One Missed Call" in Britain.

This was the first campaign to appear on MySpace's British mobile site. The film studio hired mobile agency Think Jam to create the campaign that targets consumers age 18-24.

"Warner Bros. needed to get people to engage around the movie so that they would ultimately go and see it at the cinema," said Juliet Du Vivier, account director at Think Jam. "On mobile specifically, we drove people to the Warner Bros. site to download stuff having to do with the film and we gave a lot of free content about the film.

"MySpace offers an innovative way for our clients to target young people who may be difficult to reach through conventional channels," she said. "We're delighted to have worked on the first MySpace UK mobile campaign -- we feel that it's the future when it comes to interacting with this group of consumers."

The campaign consists of banner ads on the MySpace site to drive traffic through to the film's WAP site, where visitors can download ringtones, music and wallpapers associated with the movie.

In One Missed Call, a chain of people receive terrifying mobile phone messages, describing how their own deaths.

Beth Raymond, played by Shannyn Sossamon, is traumatized when she witnesses the deaths of two friends just days apart.

Even more disturbing, she knows that both of them had received chilling messages -- actual recordings of their own horrifying last moments. She teams up with detective Jack Andrews, played by Edward Burns, and the two work feverishly to unravel the mystery behind the ominous calls.

Warner Bros. was pleased with the results of the campaign, which cannot be disclosed.

Ms. Du Vivier did however say that the film opened better in Britain than the movie studio had expected.

Warner Bros. measured the success of the campaign via interactions online, including downloads of content and click-throughs.

"This was an innovative campaign for Warner Bros., as this title was mainly marketed through digital channels," said Louise Brennand, account manager at Think Jam. "The premise of the campaign was to allow users to download a free ringtone to coincide with the release of the film.

"This was promoted through mobile advertising across multiple portals directing users through to a WAP site, along with interactive online advertising which allowed users to input their mobile number directly into an ad formats to receive the WAP push," she said.

The reason that mobile was used to promote the film is because the target audience are avid mobile users. The mobile phone is a huge part of their lives.

"Mobile presents a real opportunity for entertainment marketers," Ms. Brennard said.

"It's a very personal environment, which creatively we can take advantage of especially for a film of this nature," she said. "This was the first real test of any size for Warner Bros. in Britain and they felt this was a perfect title to try something new."