McDonald's Corp. today launches a new integrated Web-to-mobile campaign to promote its McRib sandwich.

The campaign will run on Myxer's new Bullseye targeted advertising service. The service lets McDonald's target Myxer's audience by criteria such as geography, gender, age, music genre and mobile preferences.

"The main thing is we are helping McDonald's follow consumers from Web to mobile," said Steve Spiro, vice president of marketing at Myxer, Deerfield Beach, FL. "The branded mobile content lets consumers take the brand with them wherever they go."

The re-introduced McRib comprises a boneless pork patty, barbecue sauce, onions and pickles served on a 6-inch roll. The patty is said to be precooked, frozen and heated. It is served covered with sauce.

McDonald's ran narrowly targeted banner ads on the Myxer Web site and WAP.

The banners encourages people to text the keyword MCRIB to short code 69937 (MYXER).

Once users text in they will receive an SMS with a link to a Myxer site at http://m.myxer.com/xprofile/12731465.

The site offers users McDonald's branded wallpapers and ringtones associated with the McRib sandwich.

Also, Myxer's Web site at http://www.myxer.com has McRib-branded wallpapers and ringtones. Each piece of branded content has a keyword associated with it.

Visitors to the site can text the assigned keyword to Myxer's short code to download the wallpaper or ringtone to their handset free of charge.

Myxer has done campaigns for other big brands as well.

The company has worked with AT&T Wireless, ABC Family, U.S. Army, CW Networks, Scion, 20th Century Fox and Warner Home Entertainment.

"Our advertising services allow advertisers to incorporate their brand into free content," Mr. Spiro said.

Myxer claims more than 14 million users, 22 million-plus mobile downloads monthly and a catalog of more than 1 million ringtones, wallpapers, videos and games.

For content providers, advertisers and consumers, Myxer's mobile platform enables delivery of content, or customized Web to mobile ad campaigns, regardless of the service provider or mobile device being used.

"Mobile works well for this campaign because McDonald's is trying to reach a younger demographic who are prone to download content like ringtones and wallpapers on their mobile phones," Mr. Spiro said.

"The campaign will have a viral effect, as this demographic tends to share with one another," he said. "This is more than just a banner ad. Consumers can take the McRib with them anywhere now."