Coca-Cola has picked mobile advertising exchange AdMob to deliver user-generated video ads to consumers' handheld devices.
The new campaign targets mobiles with video functionality, displaying Coke banner and text link ads on content sites and linking to a branded landing page.
The landing page allows viewers to watch a number of "Bottle Films" - short videos made last year, some by creative customers and fans in response to a competition on the Coke website.
The videos play in-page and can also be downloaded for viewing later or shared with friends via MMS.
The campaign is being rolled out in 160 countries and is a test for a video ad tools package due to be rolled out later this year.
AdMob last month claimed to have served up its two billionth mobile advertisement.
"Within a minute or two of when we started the campaign, ads began showing up in over 160 countries," MobiAD reported CEO Omar Hanoui as saying.
"Coke saw traffic to the new landing pages from around the world, and people with video-capable phones were able to watch Bottle Films videos immediately. This is a powerful brand experience."