Last month, General Mills-owned Chex Mix began advertising on Yahoo's Fantasy Football mobile site, m.yahoo.com/fantasy. The campaign, by agency partner MRM Worldwide, presents users that click on a banner ad the abil­ity to send "smack talk" to their friends with voiceovers from former pro football stars, such as Barry Sanders, Desmond Howard and Elbert "Ickey" Woods. It is part of an online integrated campaign with Yahoo's Fantasy Football Web site.

Gawker Media has partnered with mobile ad network Quattro Wireless to run mobile sites for its various proper­ties, and to work as the exclusive global sales agent for ads on those sites.

In a move to reach 17- to 24-year-olds, the National Guard has expanded its marketing efforts to include mobile with its "The warrior" campaign. "This demographic is always jumping around from medium to medium, and our strategy is to get in front of them with theater campaigns and to connect this to the use of the handheld," said Jim Boyle, management supervisor for LM&O Advertising.

Coldwell Banker Real Estate has launched a mobile site specifically tailored for the iPhone. When visited on an iPhone, www.coldwellbanker.com allows users to search property listings and estimate home values without downloading software.

Lifestyle and skateboarding apparel brand Vans is entering the mobile space with text and mobile downloads. The apparel company has launched mobile offerings through partnerships with FunMobility, a mobile ringtone and wallpaper vendor, and Access 360, an SMS marketing platform.

Mobile marketing, specifically text message marketing, is so new that it does not have many laws or statutes governing it. But if marketers stick to privacy and opt-in rules that already exist for other mediums, they should be able to avoid legal pratfalls, said Roger Colaizzi, an attorney with Venable LLP.

Microsoft has become the exclusive third-party provider of mobile WAP site display advertising for CNBC.com's mobile WAP site. This alliance represents Microsoft's first mobile ad syndication deal in the US and is an extension of the partnership between the two companies, who collaborated for online advertising last December.

Through a partnership between the Ford Motor Company and Gannett Co.-owned rich media firm PointRoll, Ford is promoting its new crossover SUV, the Flex, on Gannett's USA Today mobile WAP site with expandable rich media units specifically designed for the Apple iPhone.

The launch date is near for HTC's Dream, the first handset running Google's new Android mobile operat­ing system — which could mean the first serious competition to Apple's iPhone.

The Mobile Giving Foundation and mobile ad network Quattro Wire­less have teamed up to donate ad inven­tory across the Quattro Wireless mobile ad network to charities including Stand Up To Cancer and singer Alicia Keys' Keep a Child Alive.