Mobile Cookbook, which was developed for Knorr, is considered a mobile marketing Best Practice in many countries.
Using games and applications installed in mobile phones is more and more popular. In Western Europe over half of all mobile phone users have downloaded a mobile game or application.
Java games - simple games for mobile phones - are used most often. Java technology is supported by almost all mobile phones today. Smartphones based on Symbian, Windows Mobile, Blackberry, Palm or iPhone operating systems, support also more sophisticated software.
With its growing popularity, software for mobile phones has begun to be treated as a very interesting and effective marketing medium. Ads hidden in games in a form of product placement or fully-branded games are nothing new today. lacing ads in games is called "advergaming".
It is a very good communication channel, because consumers accept watching marketing messages or logotypes in exchange for getting free content. And the watch them meny times, so brand awareness in their minds increases.