Travel Channel promotes 'Food Wars' within MyTown app

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The Travel Channel is using a mobile marketing initiative on the MyTown app to promote upcoming episodes of the show Food Wars.

The network will run mobile ads on the iPhone application, which was created by Booyah. The app allows consumers to virtually “buy” their favorite real world businesses, and then charge rent to other consumers.

Appssavvy, Booyah's direct sales partner, is leading the campaign, which launched March 29.

Using the MyTown iPhone game, fans can stream trailers for upcoming episodes of the show and send gifts to their friends. MyTown players who "check-in" to a restaurant, grocery store or other food-related location, will earn Food Wars-branded in-game items, which can help them collect points and upgrade their towns.

Consumers can also stream full-screen in-app trailers for upcoming Food Wars episodes.

Representatives from the Travel Channel and Appssavvy could not immediately comment on the campaign.

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