Diet Coke?s ?Style Series? lifestyle program is back for a second season and is being promoted once again via mobile, online and outdoor advertising.

Style Series debuts Thursday, Sept. 24 at 5 p.m. with an interview with ?Top Chef?s? Tom Colicchio and a performance by three-time Grammy-nominated artist Jewel. Diet Coke?s program is continuing its goal set last year of providing insider access to entertainment icons across several media channels.

?In terms of how mobile fits in our overall strategy, we aim to deliver content to consumers across a mutlichannel screen basis with a digital focus,? said Rick Kleczkowski, chief operating officer of Digital Broadcasting Group, New York.

As a full-service video network, DBG specializes in the production and distribution of video content across the Internet and other digital media, including mobile.

Soft drink giant Diet Coke and DBG first launched Style Series in December of last year.

The series will use the mobile platform in two ways.

While the series is airing live from a jumbo screen in Times Square, the call-in-number 1-866-392-4194 will appear on the Reuters and NASDAQ tickers. Consumers can dial in to hear the show live while on the go.

In addition to live audio broadcasting for mobile phones, consumers can also stream video of the series live from their mobile devices.

DBG partnered with MobiTV for streaming capabilities last year, but did not renew the partnership for this year's campaign. A spokesperson declined to elaborate.

?We want to utilize the mobile channel to serve our content for consumption,? Mr. Kleczkowski said.

For the first episode, Jewel will perform three sets and Tom Colicchio will chat about all things a foodie could dream of.

Mr. Colicchio is the head judge and co-host of Bravo?s Top Chef. The show is currently airing its sixth season, this one set in Las Vegas.

Jewel has sold 27 million albums worldwide and is probably most known for her smash hit ?Who Will Save Your Soul.? 

Through more interviews, Style Series feature other celebrities through appearances, interviews and performances.

To promote the Style Series, specifically the mobile aspect, Mr. Kleczkowski said Diet Coke will deploy a street team during rush hour on Sept. 24. These Coke ambassadors will be giving product samples and flyers with the dial-in number.

Last year, Style Series featured fashion designer Cynthia Rowley, Grammy Award-winning artist Robin Thicke and international Grammy Award-winning performer Rihanna, as the show's first guests. The series continued until early 2009 (see story).

After the initial airing in Times Square and video streaming over mobile and PC Web, the program will be formatted into a Web series and will be available at: http://Dietcoke.com/styleseries

Diet Coke is looking to capture a broad spectrum of consumers with the series, specifically those in the 25-34-year-old range with a focus on health and wellness, similar to the soft drink giant?s message to consumers.

Using mobile is part of Diet Coke?s 360-degree marketing plan to reach all users in its demographic.

?With our compelling strategy, mobile is an essential channel to deliver content to consumers where they are and whenever they want it,? Mr. Kleczkowski said. ?I can?t stress enough the importance of mobile as part of our holistic strategy to deliver the compelling content Diet Coke is producing for consumers.

?The content is significant and we are really looking forward to user engagement in both the mobile and digital space,? he said.