Air2Web is the official mobile marketing provider for Advertising Week, taking place in New York Sept. 22-26.

Advertising Week is North America's largest and most prestigious annual gathering of industry decision makers. Using its mobile marketing technology, Air2Web will help inform conference participants about different events throughout the week via their mobile devices and give them the chance to win prizes.

"The goal is to prove that mobile is an effective way to interact with an audience in a way that doesn't simply extend something that already happens on the Web," said Mark Emery, senior director of agency relations for Air2Web, Atlanta, GA. "The value is offering convenience, a smidgen of whimsy and something useful to busy people."

Now in its fifth year, Advertising Week is a hybrid of thought leadership programming, special events and conferences.

Using Air2Web's mobile interaction services, Advertising Week attendees can opt-in to receive mobile news and alerts about the conference, text-in to vote for their favorite band on-site at the Adobe Battle of the Bands on Wednesday, September 24, and win tickets to three special events taking place throughout the week.

These events include AOL Amp'd Up! A Benefit for GeneratioNext, Adobe Battle of the Bands and Facebook's GeneratioNext Wrap Party.

Through these mobile applications, conference attendees not only enhance their participation in Advertising Week, but they will also experience first-hand how mobile can connect brands and customers in meaningful, productive ways.

"We met with Matt Schneckner from Advertising Week back in June and pitched him on the idea of incorporating mobile into the event," Mr. Emery said. "The gist of it was to use mobile as a way to keep people connected while on the move."

Advertising Week devotes resources to developing the next generation of talent via such programs as GeneratioNext and Advertising Futures.

Mr. Emery will be providing insight into the mobile marketing industry and its increasing value to the advertising community during the Leading Technology Panel on Wednesday, September 24 at 4 p.m. at The Times Center, 242 W 41st Street.

Launched in 1999, Air2Web offers companies the tools and technology to promote products and brands, improve the efficiency of customer service and enable mobile transactions.

Over the past 10 years, Air2Web claims that it has launched thousands of mobile marketing campaigns.
The company's clients include AT&T, Procter & Gamble, Walmart, Starbucks and UPS.

Attendees gave their mobile number as part of the initial registration process. The first alert was delivered Monday morning and provided clear instruction on how to manage alerting preferences.

When attendees texted keyword ADWEEK to short code 26161, they received the following text message: "Welcome to Adv Wk V. You'll receive news & updates as well as a chance to win tickets to special events. Reply 'ADWEEK STOP' to opt-out. Powered by Air2Web."

"Air2Web is not conducting any mobile advertising during Advertising Week," Mr. Emery said. "Our solutions enable attendees to stay connected to the show, when they're disconnected from a computer, and have a little fun while doing it."