FedEx is driving awareness for its golf club shipping services via a rich-media ad that is running within the CBS Sports iPhone app.

The mobile ad prompts users to answer a ?call? from golf clubs. The ad was enabled by Medialets, in conjunction with OMD and BBDO.

?One of our objectives for this year?s campaign is to connect with and help with golfers who love the game and travel with their clubs,? said Michael Dones, advertising manager at FedEx.

?Checking clubs at the airport or jamming them into your trunk is not always inconvenient, causes concern and can be a hassle,? he said.

?FedEx offers a packaging and shipping solution that provides peace of mind that your golf clubs will travel safely and get delivered right to the hotel or course the golfer is playing ? problem solved.?

FedEx provides customers and businesses with transportation, ecommerce and business services.

Mobile interaction
After consumers tap on the ad and when the ?call? is answered, the golf clubs ? via audio ? remind the user that it is time for a trip together.

The audio then shares details of a special shipping offer from FedEx.

According to Medialets, if the user chooses not to answer the phone, they can expand the creative to listen to a ?voicemail? from the golf clubs, which promotes the same special offer.

The ad also links to Twitter and Facebook with customized messages that help spread the word.

?The mobile execution which simulates an incoming phone call from your clubs is an engaging, humorous way to communicate our solution,? Mr. Dones said. ?It?s ?infotainment? ? a convergence of information and entertainment.

?It?s also sharable through social networks so if viewers find the ad to be funny and worthwhile, they can easily pass it along to their friends and co-workers,? he said. ?FedEx has seen mobile click through rates that are much higher than standard banners on the Web.

?We want to create engagement and we've invested in building great ads in a space where people are likely to engage with the brand.?

Past endeavors
This is not FedEx?s first foray into mobile.

Last year, the company debuted a new BlackBerry application and a mobile site to let customers ship, track and find bricks-and-mortar locations via their mobile device.

Customers can access and manage their MyFedEx account via the application and Web site (see story).

?FedEx has always been innovative and we have a long history of using new technologies and platforms to add value for our customers,? Mr. Dones said. ?Advertising is no different and we want to engage with our customers in their preferred channel where we can provide access to solutions.

?Mobile is growing rapidly with 300 million smartphones shipped globally in 2010 and over 1 billion Internet connections projected in 2012,? he said. ?We want to be where our customers are, and mobile is an excellent place to connect.?

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York