Open Ad, a forum for ad creatives to pitch ideas for various campaigns, is holding an interesting one at the moment for MTV UK, inviting submissions for mobile phone content. The mobile phone platform, still in its infancy as far as content goes, has potential for some pretty cool stuff. Here's MTV's take:
Consumers are using this mobile phone content like ‘snacking’ - using it to fill time at a bus time or in a bar/pub. They use their phones to download and view video/audio clips by WAP or via a basic web browser, depending on their phone. This works like the internet but with less text and smaller images.
To date, MTV has mainly used this platform as a means to download clips of popular shows, but opening up to user-submitted content is a whole thing altogether, and quite smart.