Energizer's new iAd campaign aims to reach new and more relevant audiences to help drive awareness of its partnership with VH1 Save The Music Foundation.

The ?Unleash Your Inner Rock Star? iAd was developed by TBWAChiatDay. The ad lets users interact with the iconic Energizer Bunny.

?The iAd lets the mobile user experience the Energizer brand in a new way,? said Serge Traylor, brand manager of Energizer, St. Louis, MO.

?By showcasing our partnership with VH1 Save the Music we are able to bring the Energizer Bunny to life while linking to our now that?s ?positivenergy? platform,? he said. ?By focusing on mobile we can provide entertainment and information to people anywhere, not just when they are seated at their computer. 

?We have tied in a 'where to buy' map feature into the App that shows where the specially marked packs of the retail promotion can be found to earn more iTunes credits.?

Energizer Holdings Inc. claims to be one of the world's largest manufacturers of primary batteries, portable flashlights and lanterns.  

The VH1 Save The Music Foundation is a nonprofit organization dedicated to restoring instrumental music education programs in America's public schools, and raising awareness about the importance of music as part of each child's complete education.

Mobile cause
Energizer is helping the VH1 restore instrumental music education in America's public schools with a $250,000 donation, including grants of donated instruments to eight schools in need around the country.

Using the iPhone or iPod touch?s accelerometer, consumers can recreate rock star moves such as the windmill on guitar and hit the cymbals on a drum set.

The iAd opens with an introductory message between the Energizer and VH1 partnership.

The first section Classic Moves lets users pick their instrument by swiping.

Consumers can also navigate to the Classic Looks section and swipe or shake the phone to view the three Energizer Bunny looks.

Users can save their Energizer Bunny, email it or tweet the image to their followers.

In-store
Currently in stores, specially-marked Energizer products contain a special code.

When consumers buy three participating products, they can go online ? http://www.nowthatspositivenergy.com/music and redeem the codes for a $10 iTunes Gift Card.

Additionally, the iAd includes a where to buy map that shows the location of stores carrying the Energizer products.

?We are excited to be testing the waters in this space and will evaluate the results before making any future plans,? Mr. Traylor said. 

?The data that can be analyzed is deep and we expect to know a lot about how people interact with us in this space and will use that information for future marketing decisions,? he said.

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