Time Warner Inc.'s CW Network will be promoting its highly anticipated "90210" series comeback on mobile.

The CW will be the first brand to use Myxer's new "Red Carpet" program. It provides the entertainment and music industry with an integrated Web-to-mobile toolkit to launch new movies, television shows, music and DVDs.

"The CW has two main strategies here," said Steve Spero, vice president of marketing at Myxer, Deerfield Beach, FL. "The first is to get an instant connection to a large number of people in a short amount of time.

"The second part of their strategy is to let consumers take 90210 content with them wherever they go," he said.

The new 90210 is an edgy, contemporary spin-off of the iconic TV drama, "Beverly Hills, 90210."

The new 90210 looks at life through the eyes of Annie Wilson (Shenae Grimes) and her brother Dixon (Tristan Wilds), whose first day at West Beverly Hills High School leaves no doubt they are not in Kansas anymore.

The Wilson family, including dad Harry (Rob Estes) and mom Debbie (Lori Loughlin), has relocated to Beverly Hills to keep an eye on Harry's mother Tabitha (Jessica Walter), a feisty-but-faded former television star and a charter member of the Betty Ford Clinic.

Adding mobile to the mix extends the series beyond TV and Web.

Myxer's "Red Carpet" program enables marketers to take their advertising campaigns from Web-to-mobile.

The CW will offer consumers custom 90210 mobile content downloads such as ringtones, videos and images. They will be delivered by Myxer's hosted mobile content platform.

The Myxer community gives the networks exposure to more than 12 million users, primarily ages 15-28.

Additionally, 90210 customized widgets that enable viral distribution of mobile content will also be part of the mix.

For The CW's "90210" series launch, Myxer worked with ad agency OMD -- Los Angeles to create an integrated campaign that starts online with a complete brand takeover of Myxer's homepage, giving the CW a "virtual billboard" to promote its show to Myxer's audience. Display advertising and top feature status are part of the package from Myxer.

The campaign is taken mobile via SMS text ads, WAP banner ads and mobile content comprising free ringtones and wallpapers.

Users need to text CW90210 to 69937 (MYXER) to get the content on their phones.

In recent months, Myxer has worked with other big brand such as McDonald's, NBC, Universal Pictures, Warner Home Entertainment and blues musician prodigy Joe Bonamassa as well as the U.S. Army.

Myxer is a fast-growing site for free ad-supported mobile content, claiming more than 22 million mobile downloads a month.

"The CW network will be the first to take advantage of our new program," Mr. Spero said. "We have designed it to be the top destination for product launches."