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Century 21 partners with mobile game co.

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Franchise giant Century 21 Real Estate has launched an advertising campaign on We City, a mobile game in which players build and control their own cities, the company announced today.

The move is the latest in the franchiser's new "Smarter, Bolder, Faster" marketing campaign, which also includes a revamped website, mobile applications for all smartphone types and feature phones, and a TV ad to run during next year's Super Bowl.

Century 21 will be the first brand -- in any industry -- featured in the We City game, the company said. The campaign ends April 26.

"We view it as one more first. There are very few companies, period, never mind real estate companies, working with consumers in this space," said Bev Thorne, the company's chief marketing officer.

We City was created by mobile gaming company ngmoco and runs on Apple's iPhone, iPad and iPod Touch devices. Players build their own cities, adding buildings such as cafes, m...