Popsicle is running an interactive mobile advertising campaign within Apple?s iAd network that bolsters  brand awareness and encourages consumers to learn more about its products.

The iAd campaign helps Popsicle promotes its new products. Consumers are encouraged to tap on the mobile ads to learn more about them.

?Popsicle has taken a clever strategic approach to advertising on mobile their new duos yogurt product, having this ad run across the top of weather.com, a highly trafficked site for checking the days temperatures ? with summer here, this ad is perfect timing on a hot day to promote a cold, ice snack,? said Marci Troutman, CEO of SiteMinis, Atlanta. 

?The ability to use current location of the consumer and drive them into a location to purchase the item is an important part of this ad, as this gives the consumers an instant action on an impulse buy depending on the heat of the day,? she said. 

?Also, the ability to preview and download the ringtone gives younger demographics something fun to play while on their way to get the ice snack.? 

Marci Troutman is not affiliated with Popsicle. She commented based on her expertise on the subject.

Popsicle did not respond to press inquiries.

Scream for mobile
When consumers tap on the mobile ad, they are encouraged to push the Yogurt button.

From there, users can learn about the new Popsicle pops that feature yogurt together.

Additionally, the iAd campaign let consumers browse other products that the company offers and use the Store Locator to find the nearest retail store that sells the products.

The initiative also incorporates video that features Popsicle Pete?s dog Rufus as he goes through different adventures.

Consumers can also get a free ringtone so that they will never miss a call again.

Consumer interaction
The iAd campaign is a great way to drive brand awareness.

Via the initiative, consumers can learn more about the company?s products, as well as interact with the brand in a deeper level.

By incorporating different elements, such as a Store Locator, videos and ringtones, Popsicle is help drive engagement, as well as traffic to its retail partners.

?There are two things that could be added to this ad to make it a resounding win-win mobile marketing ad, the first would be a data capture field to retain the consumers that are visiting the ad, and the second would be a coupon offer on the promoted product,? Ms. Troutman said.

?Overall this ad was well thought out,? she said.

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