The Weather Channel Interactive is hosting its second-annual mobile-themed promotion to give away a BlackBerry every day throughout June.

TWC is kicking off Mobile Month with a promotional campaign to promote the use of its enhanced mobile products as a resource for forecasts and lifestyle information through the mobile Web and downloadable applications.

"The objectives of TWC's BlackBerry a Day giveaway are to build awareness among consumers and drive traffic to our mobile Web site and increase adoption of our mobile properties," Traci Van Deventer, director of mobile products for The Weather Channel, Atlanta.

"The target demographics span everyone from mobile weather enthusiasts to casual weather consumers, including business travelers, active families, outdoor enthusiasts and any consumers who keep up with daily weather," he said.

TWC Mobile is consistently one of the top-five mobile Web sites in the United States.

It offers advertisers an opportunity to reach active engaged users with ad products that include geo-targeted and weather-triggered ads.

All visitors to Weather.com on their mobile device or the TWC Web site at http://www.weather.com/mobile can enter for the chance to instantly win a BlackBerry smartphone from Research In Motion.

The contest runs June 1-30.

The contest is featured online, on-air, the mobile Web, via email promotions as well as spots on NBCU digital properties.

Consumers can visit TWC's Web site http://weather.com/mobile or Weather.com on their mobile device and tune in to The Weather Channel for information on how to enter.

Following last year's promotion that saw more than 700,000 sweepstakes entries, the highest number of registrants of any TWCI promotion, with more than two-thirds of the registrants entering via the mobile channel.

Last year's Mobile Month promotion received 35 percent higher than usual traffic during the time period.

The campaign was created to promote the use of its enhanced mobile products this summer as a resource for forecasts and lifestyle information through the mobile Web and downloadable applications.

TWC Mobile is taking the lead on this promotion.

This includes banner ads on Weather.com and the mobile Web site, an email blast to opted-in subscribers and a 15-second TV spot on TWCN. Banner ads will also run on various NBCU digital properties.

"We will also have a B2B component at the MMA forum next week in NYC with a weather wall attraction for consumers to give their own on-air forecast," Ms. Van Deventer said. "Employees will also have a separate BlackBerry giveaway."