NEW YORK (AdAge.com) -- Despite the various problems that are inhibiting its growth, mobile advertising is experiencing increasing amounts of success. One of the latest examples of how cellphones can be effectively integrated into a major marketing campaign is that of Kmart's new "Protege" line of low-cost basketball shoes. At the recent Interactive Advertising Bureau conference, Mobext Mobile Marketing managing director Phuc Truong explained the campaign's strategy and tactics.