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Wrigley?s Orbit shakes up multichannel campaign with mobile video ads













Chew on mobile?
Orbit




A still from the Orbit ad

A button in the bottom right-hand corner lets consumers learn more about the brand by redirecting to Orbit?s mobile site.

Orbit?s mobile ads are part of the company?s broader ?Eat, drink, chew? campaign that encourages consumers to chew a piece of gum after every meal.

One of the main purposes of the mobile site is to advertise Orbit?s Spring Fling contest. Throughout spring, Orbit is giving away prizes that users can enter to win by finding codes on Orbit products.

The sweepstakes times are sporadic, and the mobile site lets users sign up to receive alerts when prizes are given away.

To receive alerts, consumers can choose to get SMS or email messages. Users can also ?like? Orbit?s Facebook page or follow the brand on Twitter to be kept up-to-date on the sweepstakes.

Not only does the mobile site let consumers know about the sweepstakes, it also helps Orbit bolster its social media strategy and possibly build its email and SMS databases.

Once a consumer receives an alert, they can text the on-pack product code to the short code 76060 or type in their code on the campaign?s micro site ? https://spring.orbitgum.com/.

The campaign is running through June 15.

When users receive a prize alert, they are likely to impulsively buy a pack of Orbit to enter the contest, which helps the gum company drive sales and spread its brand message.

In addition to the sweepstakes, users can also answer a poll question on which type of food makes their mouth feel dirtiest on the mobile site.

Once consumers are finished interacting with the mobile site, they can tap to exit the site and E!?s video programming automatically begins.


Users can answer polls on the mobile site

Viral videos?
An initiative such as this from Orbit shows how mobile video advertisements can be successful at getting consumers to interact with a big-picture marketing campaign.

By adding a button that redirects users to a mobile site, the brand tacks on an additional layer of engagement.

Mobile video advertising, especially pre-roll content, can be a powerful tool for brands since it forces users to interact with an ad before watching their content.

For example, a recent study from Rhythm NewMedia found that in-stream mobile video ads ? which either show up before or during a video clip ? generate a 89 percent completion rate (see story).

Orbit is not the only consumer-packaged-goods brand using mobile video ads as part of a broader marketing campaign.

Recently, Nabisco?s Oreo used a mobile video ad campaign as part of a year-long campaign to celebrate the cookie brand?s 100th birthday (see story).

?Allowing users to further engage with a brand after watching a mobile video takes advantage of an engaged consumer,? Mr. Bremer said.

?By directing consumers to a mobile site, brands extend the advertising experience, especially if the destination has further interaction or engagement options,? he said.

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