The Milk Processor Education Program launched a mobile rewards program targeting teens as part of its overall campaign to promote the benefits of low-fat chocolate milk.

Viacom-owned entertainment network VH1 launched a location-based mobile targeting initiative July 26 through social network Foursquare.

Professional wrestling company World Wrestling Entertainment (WWE) will use mobile initiatives next month to bolster a direct mail piece promoting its "SummerSlam" event.

The Luxor Las Vegas hotel and casino will launch a mobile campaign in early July to promote the Criss Angel Believe Cirque du Soleil show. The effort will encourage consumers to text to win a prize that can only be discovered by visiting the hotel box office.

General Motors' Chevrolet brand launched the "Chevy Baseball" iPhone application this month. Gaming firm Freeverse and agency Small Planet Digital created the app, which has sweepstakes and data collection functions. Chevy's advertising AOR Campbell Ewald contributed to the effort.

Mobile Loaves & Fishes (MLF), an Austin, TX-based nonprofit, launched a mobile campaign on April 27 to raise money to fight homelessness. MLF, marketing firm T3 and Reagan Outdoor Advertising collaborated on the "I Am Here" program.

The Travel Channel launched a mobile initiative on March 29 on the MyTown iPhone app promoting upcoming episodes of its show Food Wars. The network is running mobile ads on the application, which was created by Booyah, an interactive entertainment firm.

In a move to promote its new Multi-Flex Wet/Dry Shaver line, Panasonic has released an iPhone application that lets consumers draw beards, shave them off and share the photos with others.

National drugstore chain Walgreens has relaunched its e-commerce site and debuted an iPhone app and mobile-enabled WAP site.

Toyota Motor Sales USA has released an iPhone application to promote its 2010 model of the Toyota Prius hybrid.