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Butterball cooks up recipes, helpful tips via mobile campaign

Butterball is offerings users helpful turkey tips, promotions and recipes through a new mobile advertising campaign. 

The company is running full page mobile ads within Pandora?s iPhone application. The mobile ads encourage users to celebrate everyday with Butterball.

?Running mobile ads for recipes, videos and promotions are a great way to engage a customer, understanding that making sure the site they land on is mobile friendly is critical to the success of a mobile ad campaign,? said Marci Troutman, CEO of Site Minis, Atlanta.

?Butterball delivers up a mobile site for their customers to browse cooking tips, recipes, videos and promotions with great content,? she said.

Ms. Troutman is not affiliated with Butterball. She commented based on her expertise on the subject.

Butterball did not respond to press inquiries.

Turkey day
The Butterball full page ad reads ?Click here for dozens of great sandwich ideas? and features an image of a sandwich.

When users tap on the mobile ad they are redirected to a mobile-optimized landing page that offers them turkey tips and cooking information.

There is a tips section that lets consumers learn how to prep, cook and serve Butterball-inspired meals.

Additionally, there is a calculators and conversions section, as well as a recipes tab.

Users can also browse any ongoing promotions.

The mobile-optimized page also features videos that show users how to choose the perfect turkey, how to thaw it and how to stuff it.

Running a mobile ad campaign such as this is a great way to engage consumers and offer them helpful information.

Butterball is a popular brand and nowadays many consumers are unaware of how to cook a turkey or do not know how to pick the right one and this campaigns helps them.

?While it is important to carry branding from the PC site to the mobile site, and not just scrape a site for text and links ? if a company is just stepping into mobile, having a mobile presence first is of course a key starting point,? Ms. Troutman said. 

?Most brands and companies start out with a simple site to measure how many of their customers have been waiting for a mobile site to engage with them,? he said.  

Past efforts
Butterball is no stranger to mobile.

In 2009, the company relaunched its Turkey Talk-Line just in time for Thanksgiving with mobile components such as an SMS alert system.

With the new mobile component, Turkey Texts, consumers were encouraged to text the keyword TURKEY to short code 36888 from their mobile phone to get information for their Thanksgiving meals (see story).

?The next step while building the mobile strategy would be to use an agency or the creative team involved in the branding of the PC site ? as mobile is a very real extension of the PC site ? and the brand is just as important to carry through an amazing experience,? Ms. Troutman said.

?As mobile Web grows and gets smarter, marketers and brands need to grow and get smarter as well; customers are way ahead on this curve, and the brands need to catch up,? she said.

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