A Digitas campaign for General Motors that involved users taking pictures of the new Pontiac G6 sports cars and sending them to the automaker in exchange for a free ringtone and a sweepstakes entry generated a lot of response but few sales. Digitas executive Carl Fremont said that mobile phone ads will work as "an engagement, customer-relations-management vehicle" until marketers understand how U.S. consumers use mobile devices for purposes other than talking and texting.

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