Building a brand in the fragmenting media environment is a challenging task. Advertising should be integrated and personalized, it should utilize different channels, and reach the customer at the right place, at the right time, through the right channel, and in the appropriate context. Mobile advertising should be used as a means of creating value to the customers and serving the customers better. This paper gives an insight into the practical possibilities and pitfalls of mobile advertising as a brand building and customer relationship management tool. The case study describes how mobile advertising can be used to get the youth target group to give information about themselves to the company, and how this information can be utilized for future customer relationship management. The effectiveness of mobile advertising in a cross media context is analyzed through conversion and loyalty measures.