The Marble Slab ice cream chain is celebrating its 25th anniversary with a mobile marketing campaign called “Gr8 2 Go,” reports Dianna Dilworth of DMNews. As we’ve previously reported on this blog, mobile marketing campaigns are all the rage, so to speak, with advertisers, and have been used to sell everything from cat food to vacation deals, and now, apparently, frozen novelties.

“We wanted to tap into a new trend, which is being top of mind for customers on the one device that they keep with them all the time-their cell phones,” said Jennifer Johnston, SVP of brand marketing at NexCen Franchise Management.

The first part of the campaign allows customers to text “slab” and receive coupons for ice cream via their cell phones, while the second part offers customers the option of registering their e-mail addresses with Marble Slab.

With the holiday shopping tradition fast approaching, or already upon us, depending on whether you wait until Black Friday or start in October, many retailers are hoping that mobile marketing campaigns like this will help drive what many analysts predict will be a sluggish shopping season.

Many retailers are offering online discounts, free shipping, and online and mobile-based coupons. Retail giant Wal-Mart, for example, offers 99 cent shipping on select items, while Kmart has been actively promoting its Layaway program since late September.

One thing is evident: mobile marketing campaigns, whether they are aimed at selling ice cream, promoting an event, or raising an awareness of a cause, are becoming more prevalent.