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VeeV Acai Spirit stirs up brand awareness via mobile ads

Veev Acai Spirit tapped mobile ads to help drive awareness and increase sales.

The mobile ads encouraged users to mix up six different fruit cocktail drinks using the company?s products. The company worked with Millennial Media on the ad campaign.

?The overall goal of the campaign was two-fold to both generate awareness about our brand in general and to drive sales for our products that we had just released to a bunch of national accounts,? said Carter Reum, cofounder of VeeV, Los Angeles.

Mobile chill
The campaign is VeeV?s first foray in the mobile ad arena and the company is working with the agency Slingshot.

The company decided to test mobile to reach its core demographic of males ages 25 ? 34 years old.

The mobile ads ran on the Mixology application, as well as on mobile sites that were focused on lifestyle, music and entertainment.

The banner ads expanded into full-page ads when clicked on. There users could learn more about the VeeV products. 

Users could also pick from six different cocktails that were aimed at refreshing consumers.

Once a user tapped on a drink, they could view the recipe and save it to their mobile device.

Additionally, consumers could share the recipe with friends and family via email and Facebook.

Users could also type in their ZIP code to find the nearest bar, restaurant or retailer that sold VeeV products.

According to Millennial Media, the campaign generated click-through rates that are twice the industry average.

?We wanted to help VeeV create a mobile experience that would enable consumers to engage with the brand in a way that had never been done before,? said Marcus Startzel, senior vice president of sales at Millennial Media, Baltimore, MD.

Cross-platform strategy
The VeeV campaign is an example of how mobile can be used to target users where they are.

By placing the ads on entertainment and lifestyle mobile Web sites and apps, VeeV was able to target consumers with interests that match the brand.

Additionally, the social media elements of the campaign helped narrow down the type of consumer VeeV was looking for.

?In general, alcoholic beverage advertisers have shown a strong commitment to mobile, and according to findings from our August Smart report, these brands actually make up over 40 percent of the entire consumer-packaged-goods vertical,? Mr. Startzel said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York