BMW North America is giving consumers a first look at its upcoming redesigned 3 series model line via their mobile phones.

Consumers with mobile phones that can access the internet call a special number to visit a micro-website containing photos, graphics and product information about the new car. They can also sign up for cellphone-delivered launch updates.

The 3 series micro-site was designed by Boomerang Mobile Media whose CEO, Glenn Field, said: "By using the power of cellular marketing, BMW is taking advantage of all the virtues of traditional advertising, direct marketing, promotions and interactivity and putting them into one compelling, integrated campaign."