Kellogg’s and Marie Callender’s are the launch partners for USA Weekend’s mobile shopper marketing program that connects marketers to 47 million readers via location-based technology.

Warner Bros. has partnered with Murphy USA, a national gas station and convenience store chain co-located at Walmart, to use Whrrl as the main focus of their social media campaign for the movie “Due Date.”

Pelago and Collective Bias have partnered to launch a mobile social shopping tool that lets brands offer consumers exclusive in-store promotions, coupons and discounts.