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Boar?s Head redeems itself with new mobile-optimized ad campaign

Just four months after running a mobile advertising campaign that was clearly not optimized, Boar?s Head has redeemed itself with a new initiative that is well executed this time around.

The company is running mobile and audio ads within Pandora?s iPhone application. The ads encourage consumers to discover the company?s Jerk Turkey products.

"An ad for mobile is just that ? an ad for mobile, so being cognizant of the fact that anyone viewing that ad, clicking through that ad or responding to that ad in some way will be on mobile and will need to see the advertisement in a mobile-form factor for an action to take place," said Marci Troutman, CEO of SiteMinis, Atlanta.

Ms. Troutman is not affiliated with Boar?s Head. She commented based on her expertise on the subject.

Boar?s Head did not respond to press inquiries.

Bold mission
When consumers tap on the Boar?s Head ads, they are redirected to a mobile-optimized landing page that lets them learn more about the company?s bold flavors, as well as watch a commercial.

Via the mobile ads, consumers can also learn more about Boar?s Head products and view recipes that incorporate them.

An initiative such as this is a great way to offer consumers something new.

It is one thing to simply promote the new products, but by featuring recipes, Boar?s Head is able to further connect with consumers and have them incorporate the products into their next meals.

Complete redemption
It is clear to see that Boar?s Head thought out their new mobile initiative this time around.

Earlier this year, although Boar?s Head?s previous mobile ad campaign aimed to engage new and existing consumers with its products, the company would have had a better chance at success if the execution was mobile-optimized.

When consumers tapped on the mobile ad, they were redirected to a landing page that was not optimized for mobile.

Users needed to pinch and zoom to read the text on the screen.

For its new campaign, the entire initiative was optimized for mobile devices and overall created a more engaging experience.

"Boar?s Head hit the target right on with their Boar?s Head discover flavor ad on Pandora, the ad is well thought out with mobile optimized imagery, a video ? perfect for mobile and for Pandora ? and a click through on great product pictures that allow the consumers to view a recipe ? they?ve really captured the mark for a mobile ad on this one," Ms. Troutman said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York