Buick’s one of the many automobile companies turning to the mobile sector, for direct access to consumers through applications and advertising.  The car maker is launching a 5-week long awareness campaign called Buick Rewards Scholarship Program, with the support of Millennial Media.  This initiative hopes to reach out to qualified students that have been diligently participating in school and community services. There will be more than a thousand scholars that can get $25,000 annually. Around 10 military students are to receive $2,000 monthly as well.

Following the launch, Craig Bierley, Buick director of advertising and promotions, gave some details on this program and the tie-up with Millennial Media, noting, “the goal of Buick Achievers Scholarship program is to inspire, celebrate and enable human achievement. We’re using innovative opportunities like this to educate potential scholarship applicants nationwide.”

At the other end is Millennial Media Marcus Startzel, SVP for Sales who was accommodating enough to answer quite a number of questions after the launch. He said, “We are thrilled to partner with Buick to launch the first Apple iPhone campaign as the device debuts with Verizon Wireless. This strategic campaign will enable Buick to connect with more members of the community and tap into the social and viral aspects of mobile, as the highly engaged subscribers are introduced to the long-awaited Verizon iPhone.”

Together with the educational crusade, Buick is expected to support advertising campaign across Millennial Media’s network of mobile websites and applications on the Verizon Wireless iPhone. Ever since Verizon acquired co-distribution of iPhone, it has launched several ads to lure people to try out their service.  With the iPhone gaining broader market access through the new Verizon deal, Millennial Media deepens its market penetration as well.

Millennial Media is a mobile ad solution with an expansive audience reach.  For them, having the ability to not only command, but powerfully analyze that much data allows them to lock down successful campaigns for their clients. While keeping a low profile, Millennial Media has penetrated almost 80% of the entire US mobile industry. This has led to a recent funding round worth $27.5 million near the close of 2010. The additional sum will allow the organization to efficiently handle the big data that goes along with their wide scope of devices, OS’s and advertisers.

The business also continues to support big players, and this is evident with Millenial Media’s release of SDK for Windows Phone 7.  This aims to integrate with mobile apps and easily market their campaigns in this platform. The company’s influence is one we regularly cite, such as last quarter’s MobileMix report, explaining how Android is overcoming Apple’s Apps amidst the latter dominating the mobile device sphere.