The present study intends to explore the perceptions of a mobile marketing campaign that can positively influence its evaluation by young Brazilians. It also seeks to verify acceptance by Brazilian youth of mobile marketing and their receptivity to advertising and payment via mobile phones. An exploratory field study, using qualitative methods, through depth interviews was undertaken. The study suggests that mobile marketing should be more used by advertisers who want to expose your brand and products to young people and makes recommendations for companies that intend to exploit the practices of mobile marketing in Brazil.