The campaign is being run by 's record label Geffen UK, which is part of Universal Music. It has been planned by MediaCom and run on the AdMob mobile advertising platform. The band is managed by 19 Entertainment, the company run by Simon Fuller and famous for giving the world the Spice Girls.
The idea of the ads is to drive track downloads and raise the band's profile with an audience of 13- to 24-year-olds.
A combination of cost-per-click text link ads and cost-per-mille graphical banner ads for the single will run across AdMob's network of mobile websites and social networking and entertainment applications. These ad units will take consumers to the single on iTunes.
Geffen UK is also pushing Mini Viva online with free music downloads, a social networking widget and MPU ads featuring the video for 'Left My Heart in Tokyo'.
Colin Barlow, president of Geffen UK, said: "With new artists being launched on a daily basis, we work in an extremely competitive arena and we're always looking for ways to capture people's attention.
"Technology now enables acts to raise their profile and start a dialogue with their fans in many new and exciting ways. The mobile channel provided an ideal opportunity to reach Mini Viva's prospective fan base."
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