This document discusses various mobile marketing strategies and campaigns including rich media ads, direct response programs, engagement campaigns, government tourism sites, and fashion and consumer goods brands. It highlights the use of rich media, animation, video, photo uploads, and interactive ads to maximize consumer participation through mobile as traditional marketing tactics are no longer as effective at engaging audiences. Examples mentioned include a restaurant giant's first SMS program, a DreamWorks film promotion, a Texas tourism government site, a Stella McCartney fashion campaign, and a Fanta beverage brand that won awards for best mobile creative and best in show.