Remember in The Matrix when Morpheus says to Neo: “Have you ever had a dream, Neo, that you were so sure was real? What if you were unable to wake from that dream? How would you know the difference between the dream world and the real world?” Today, consumers live in a modern day matrix. Our minds are plugged into our mobile devices and our alternate realities are shaped by the content we choose to believe.

Mobile content is the pathway to this matrix. And brands are taking advantage of this phenomenon by fusing mobile technology with compelling content. According to a new report released by Transparency Market Research, the mobile content market was worth $6.5 billion in 2011 and is expected to reach $18.6 billion in 2017. Mobile games are expected to be the largest market segment at $11.4 billion in 2017.

The most talked-about consumer brand tackling mobile content is Kim Kardashian. According to the Forbes article Why Kim Kardashian: Hollywood Is A $200 Million Hit App the success of KK’s app, released just a few weeks ago, raised the stock price of game developer Glu to the highest it’s been in 18 months – making this the biggest and most profitable year in the company’s history. Why? It’s because millions of Kardashian fans want to live in her world – and this mobile app offers players a glimpse into her life that they may not otherwise have seen (I know, it’s hard to believe she still has some secrets).

I know what you’re thinking: many brands don’t have the consumer reach of Kim Kardashian – so your brand doesn’t apply, right? Think again. From educational gaming to mobile music and video entertainment, companies of all sizes are taking advantage of its power. The market is largely driven by the rapid advancement in mobile devices, disposable income, and product innovations with high-end multimedia functionalities.

According to Mobile Marketer, these brands (below) are hooking customers in the mobile content matrix – and doing it well.

Lego leverages SKIT! app for multi-generational storytelling via animation.

In a reflection of how brand assets are becoming part of the social sphere, Warner Bros. has made popular Lego characters, backgrounds and props available on SKIT!, a mobile application that allows users to create freeform animated shorts such as memes and remixes. 

Oreo uses emojis to drive mobile engagement.

Oreo targeted mainland China with a mobile social campaign giving parents a way to take photos of themselves and their children offline and paste their heads into emojis, with over 99 million emojis generated in just 11 weeks. 

Schick turns to X-Men fans to recruit new customers through mobile game. 

Schick challenged male fans of the X-Men to play a mobile-first trivia game accessed through Facebook as part of a collaboration tied to the new X-Men film.

So in the words of the great Morpheus: “There is a difference between knowing the path and walking the path.” Brands know that mobile content is critical to success – but many are afraid to dive in, and others are content with merely getting their feet wet. The matrix of mobile content is here – do you believe?