Geffen U.K. has scored a success with new pop duo Mini Viva, whose debut single "Left My Heart In Tokyo" entered the U.K. singles chart at No. 7 on sales of 29,000 according to the Official Charts Co.

As well as benefiting from appearing on the A-list playlist at national top 40 station BBC Radio 1, the campaign for the single also incorporated a promotion with mobile advertising platform AdMob and media agency MediaCom targeted at 13 to 24-year-olds.

The Sept. 8-13 campaign was created solely for users of the iPhone and iPod touch. It consisted of cost-per-click (CPC) text link ads and cost-per-mille (CPM) graphical banner ads across AdMob's network of mobile Web sites, and social networking and entertainment applications. These ads linked consumers to either a pre-order or download option on iTunes Music Store.

Geffen says 50% of its advertising was focused on such digital channels in order to directly reach Mini Viva's target audience.

Embedded videos featuring performances and a video clip by Mini Viva, as well as a free music download of another Mini Viva song, "Bedroom Viber," are also available online by using the band's widget.

"With new artists being launched on a daily basis, we work in an extremely competitive arena and we're always looking for ways to capture people's attention," said Colin Barlow, president of Geffen U.K., in a statement. "By working with AdMob and promoting the single on iPhone and iPod touch devices, we're hitting a digital generation of music lovers that are becoming increasingly used to interacting with their favorite artists via technology."

"The targeted nature of mobile advertising offers artists a fantastic opportunity to engage with their key audiences and drive traffic directly to their single on iTunes, their latest music video or their mobile site," added Thomas Schulz, managing director at AdMob, for Europe, Middle East and Africa. "Our campaign with Geffen U.K. highlights the increasing importance that mobile is playing in organizations' advertising strategies."

Mini Viva plays monthly London club night Gold Dust at Hoxton Bar and Kitchen on Sept. 16.