Mobile advertising will play a bigger part in this year’s Super Bowl. Mike Wehrs, president and CEO of the Mobile Marketing Association (MMA), sees the game as a big possibility for the wireless industry.

“The popularity of combining TV programming with a mobile element, such as Deal or No Deal, has shown that today’s consumer is utilizing multiple forms of digital entertainment simultaneously,” Wehrs said in a prepared statement.

Mobile advertising offers a cost-effective alternative to the more traditional and pricey 30-second television spots, but the trend seems to be leaning toward a hybridization of media.

Wehrs noted that Johnsonville Sausage will run a text-to-win mobile marketing campaign in tandem with its television spots. The promotion will be powered by Air2Web, which has developed an entire interactive tool for consumers to try.

USA Today reported that Burger King, Emerald Nuts, Anheuser-Busch, Degree and Sprint will all be running mobile advertising campaigns in conjunction with their television spots. The average price for a 30-second TV spot during this year’s Super Bowl was $2.5 million.

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