Kraft?s Miracle Whip is running a branding initiative via MTV Networks brand and partner sites that connects consumers with the mayonnaise brand?s Facebook page.

The Miracle Whip banners ask young consumers, ?Are you MW?? Consumers that click on the ad are taken to the Miracle Whip Facebook Fan page that says, ?If you are bold enough to take a stand, you are MW. Take a stand.?

"There are actual Kraft banners on MTV destinations that drive consumers to the Miracle Whip Facebook fan page," said Solomon Masch, director of mobile advertising at MTV Networks, New York.

MTVN, a subsidiary of Viacom, is a leader in mobile content, with extensions of its global brands across mobile video, mobile Web, SMS and applications. MTVN has launched more than 40 applications for the iPhone and iPad to date. 

Here is a screen grab of the Facebook landing page.

?It?s a branding campaign for Miracle Whip?s mayonnaise brand,? Mr. Masch said. ?The banners are running now.

?Miracle Whip aims to reach out to a younger audience with this branding campaign,? he said. 

On a separate note MTV Networks has launched Mobile Tribes, a mobile extension of the company?s Tribes ad network initiative.

Miracle Whip is the launch sponsor.

MTVN will launch three new demographic- and vertically-focused mobile Tribes across iPhone applications for its brands and partner sites, including:

• Entertainment Mobile Tribe, anchored by Comedy Central and Spike, includes action, sports, and other applications for men
• Casual Gaming Mobile Tribe, anchored by Addicting Games and Shockwave, includes casual gaming applications
• Music & Youth Mobile Tribe, anchored by MTV, VH1 and CMT, includes music and pop culture apps for young people

Mobile Tribes will allow advertisers to buy inventory across MTVN?s growing portfolio of more than 30 free and paid U.S. iPhone applications, as well as a network of more than 2,500 independent mobile applications managed by Greystripe, a mobile advertising network and MTVN?s partner for Mobile Tribes. 
Mobile Tribes will offer advertisers full-screen ads to run across select iPhone applications serving MTVN?s key demographics. 

The initiative will also give advertisers the ability to extend online creatives into the mobile space via 300x250 banners, as well as access to rich media ad products including Greystripe?s iFlash ad units that deliver online Flash ads to the iPhone as HTML5.

MTVN?s Tribes are demographic-focused vertical ad networks anchored by the company?s core digital properties and extend to sites beyond its online portfolio. 

The new Mobile Tribes join existing online Tribes anchored by MTV, Comedy Central, CMT, Spike, VH1 and ParentsConnect.com. 

?We have formed a partnership with Greystripe that lets us leverage their network,? Mr. Mosch said. ?They aren?t just selling our inventory. We have no problems selling our inventory. We are using specific iPhone apps in their network and selling the ad space within them to our advertisers.

?By doing this we are able to provide our clients with the ability to run iFlash ad units,? he said.