Kraft Foods' Oreo tapped the mobile channel for a promotion meant to drive awareness of the cookie brand among British consumers.

Oreo turned to Publicis Groupe's mobile marketing firm Phonevalley, which designed and executed the campaign. MediaVest also helped with the campaign.

"The mobile device is a consumer's third screen," said Maya Mikhailov, vice president of Slifter, New York. "Like television and the Internet before it, no true 360-degree branding campaign is complete without presence on the most ubiquitous device in a consumer's hand -- the mobile phone."

Through the promotion, Oreo targeted family members going to the movies together by sponsoring advanced screenings of family movies in Vue cinemas across Britain.

For the highly anticipated "Harry Potter and the Half Blood Prince" and "Ice Age 3", Oreo-branded magnetic photo frames were distributed in the Vue movie theaters while engaging attendees through a mobile competition set up by Phonevalley in partnership with MediaVest.

From June 26-July 19 families were encouraged to strike a pose with the interactive Oreo for the chance to win one of several prizes, including a family vacation to Universal Studios, Florida.

To enter the promotion, entrants use their mobile phone to take a photo of their family and friends with the life-size Oreo and text it to a short code.

Entrants received an SMS confirming their entry, followed by another SMS inviting them to go to http://www.oreofamilymovies.co.uk to see if their picture has been selected for the Oreo online gallery.

Consumers are also able to download and print pictures from the Oreo Web site.

Phonevalley has worked with Kraft Foods in the past.

In May, Kraft Foods expanded its reach to consumers through the launch of a new mobile Web site, which was promoted via mobile search and banner ads on Yahoo's Web portal.

The site at http://m.kraftfoods.com was created by Phonevalley and is meant to offer new and existing Kraftfoods.com members access to recipes while on the go. The site extends Kraft Foods' reach to any mobile phone with an Internet connection (see story).

"This mobile campaign captures the Oreo brand's qualities in a fun, interactive and engaging way," said Alexandre Mars, Phonevalley CEO and Publicis Groupe head of mobile, in a statement.

"After our recent mobile campaign for Kraft Foods in the U.S., this new initiative in the UK enhances the mobile capabilities to connect consumers and brands in a genuine and creative mode," he said.