This is a tough one, since it is still very early in the U.S. market, especially trying to do mobile marketing to older consumers (well, in this case they mean middle aged, not seniors). WSJ has a good story on how the Hearst-owned magazine Redbook, aimed at women in her mid-30s to mid-40, is launching a mobile sweepstakes game. In what is planned to be the first of several games over the next year arranged with mobile marketing firm Limbo 41414, Redbook readers can bid on a year’s worth of movie tickets by sending text messages from their phones. The bidder with the lowest offer unmatched by anyone else wins. Redbook hopes the sweepstakes games will boost its profile with its readers—and provide a new source of ad revenue, through the sale of sponsorships for the sweepstakes.