In November 2006 20th Century Fox engaged Yahoo!7 and m.Net Corporation to integrate mobile as part of an online and offline campaign to promote the theatrical release of the movie Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan.

The key campaign objectives were:

• to extend Borat engagement and awareness beyond the PC;
• to launch an innovative campaign that integrated seamlessly with the existing 20th Century Fox promotional strategy;
• to seed viral promotion of Borat by leveraging exclusive mobile content.

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