News Corp's Twentieth Television is using a mobile effort to engage consumers with its show Wedlock or Deadlock. The TV distributor teamed up with mobile marketing services firm HipCricket to power its interactive television show, which launched in July. The goal of the interactive effort is to grow the reach of the show, which is being tested on Fox stations in New York, Tampa, Phoenix, Dallas and Memphis.

The National September 11 Memorial & Museum is partnering with mobile marketing services firm Mobile Commons for an initiative observing 9/11. The goal of the "Text to Remember" program is to raise money for and awareness of the September 11 Memorial, which will be built on the site of the World Trade Center.

American Express (AmEx) is engaging customers and fans at the US Open, which opened this week, via interactive tennis-themed experiences both online and at the event. For its 16th year as a sponsor, the company is running mobile tennis games at the tournament. It also is sponsoring an iPhone app and USOpen.org.

More companies are advertising on iPhone apps as the mini programs gain popularity. For publishers like The New York Times and the Associated Press, offering ad units within their iPhone news readers is a natural extension of digital inventory.

Captain Morgan has launched a new digital effort with agency MRM Worldwide as part of the rum brand's multiagency "Calling all captains" campaign. MRM Worldwide created a customizable voicemail tool, which allows consumers to set up Captain Morgan-branded prank calls. From the Web site www.CallingAllCaptains.com, consumers can choose from three personas — the cute girl, the angry boyfriend or the unpaid bartender — to make the call.

Mobile Commons appointed Anthony Risicato as CEO. He was previously general manager at Covario, an interactive analytics company. Risicato, a 15-year interactive marketing veteran, is expected to guide the mobile marketing services firm through its next phase of development, namely to grow the business's clientele.

AT&T is using the Vans Warped Tour to promote its product and services to music fans. The mobile carrier has been the official sponsor of the touring concert for seven years, but this year AT&T is using the event to demonstrate its technology offerings.

Because mobile phones continue to evolve and consumer adoption is still growing, mobile compliance can be a tricky area. While mobile spam is not new, the definition of what is and is not mobile spam is still being studied by the Federal Trade Commission (FTC), the Mobile Marketing Association (MMA), Forrester Research and the Wireless Association (CTIA).

A mobile couponing system for grocery store chains and CPG manufacturers two years in the making went live on August 7. The A&P, The Food Emporium, Super Fresh and Waldbaum's supermarket chains have adopted the program, which provided through digital promotions and information management company Zavers. The digital platform, which presents mobile coupons and tracks their redemption rate sharing data with retail outlets and brand managers in real time, is available in New York; New Jersey; Pennsylvania; Maryland; Washington, DC; Connecticut and Delaware locations.

NearbyNow has launched an iPhone platform offering consumers the ability to find a featured product at a nearby store and put the item on hold. Runners World and Seventeen are the first two titles to launch iPhone applications using the platform.