Saatchi LA partnered with mobile services firm The Hyperfactory in a dynamic mobile campaign to push Toyota's new off-road FJ Cruiser.

The campaign blends text, banner, mobile TV and video advertising while making use of Hyperfactory's recently launched Mobile Media Network - an integrated 3G branded mobile platform - writes MediaPost.

Via banner ads on the Sprint Wireless Web Sports homepage, ESPN Mobile and Go2's Go2WinterSports, users will be driven to branded video documenting the vehicle competing in the Baja 1000. In addition to mobile, the campaign has a YouTube destination.

The campaign also uses the new MobiTV platform, which allows users to click on branded "Two Roads to Baja" clips  and ultimately allows the campaign to feature content as advertising - such as videos, screen savers and drivers' blogs.