Social gaming specialist Zynga has added to its mobile arsenal by launching its first rewards-based advertising campaign across key games in its smartphone library.

Linking up with Honda, the 'It Starts With You' campaign plugs into Words With Friends and Scramble With Friends and rewards players for deploying words related to the car manufacturer.

Web wonder

It's the first link-up of its kind Zynga has deployed on mobile, though the firm has utilised similar rewards-based set ups in its web-based games, partnering up with the likes of McDonalds, Nordstrom and Fox.

"As a leading social entertainment company, Zynga is focused on delivering value to brands through the most engaging and innovative ad products that both surprise and delight our huge player base," added Zynga's VP of global brand sales, Julie Shumaker, of the announcement.

"Reward-based advertising is a concept we leverage with tremendous success in our web games, so we are thrilled to offer our first-ever mobile reward advertising program to promote the all-new 2013 Honda Accord."