This document discusses the rise of mobile-centric societies and provides examples of innovative mobile marketing campaigns. Some key points: - Mobile internet surpassed PC internet usage in 2013, with mobile markets worth $1.5 billion that year. - In many developing countries, mobile phone ownership far exceeds internet access. - Examples of successful mobile campaigns include a Twitter novel promotion for canned coffee in Georgia, an augmented reality butterfly app in Japan, and a location-based mobile gaming platform. - Emerging uses of mobile include mobile payments, digital coupons, mobile vending machines, and using phones to interact with "live buildings" through technologies like QR codes.