Europe : 3, the UK's first video mobile network, today announced that as part of a new video mobile marketing agreement it is running the first advert over 3G.

Inset is Pamir Gelenbe, co-founder and Director of Flytxt quoted below.

3's customers will be able to watch for free, a trailer of the new British cult film "It's all Gone Pete Tong", a Toronto film festival award-winner, which is out in UK cinemas on May 26.

Under an agreement with Flytxt, the leading mobile marketing services provider and in conjunction with RedBus Film Distribution, the trailer will be available via 'Today on 3'. 3's customers will also be able to read about the film, the plot and its stars.

This is the first time that 3G has formed part of the promotional mix for a film alongside traditional TV, online and print.

Gareth Jones, COO, 3: "This is a very exciting development; advertisers now have a new and targeted visual medium with which to reach consumers. As the UK's largest video mobile operator, we know what our customers enjoy watching over 3G, we also know the profile of our customers, this means that adverts or paid-for content can be tailored and relevant, so the consumer wins too."

Pamir Gelenbe, co-founder and Director of Corporate Development, Flytxt: "We're delighted to be working with 3, the UK's leading 3G network on such an innovative approach to mobile marketing and advertising. The advantage for brand owners is that mobile marketing combines the wide reach of TV with the precision of DM and the tracking potential of the internet. "

"It's All Gone Pete Tong" is a hilarious new comedy examining the life of superstar DJ Frank Wilde, described as 'Sharp, funny and mind-blowingly good' by The Sun TV Mag. The movie features a thumping soundtrack and Pete Tong himself even has a cameo role in the movie. The half-a-minute clip will be launched in mid-May and will be available to the first 100,000 customers downloading the clip, for free. 3 has over 3 million customers on its UK video mobile network.

MEC Digital was the media buying agency.