Walgreens is using mobile advertising to encourage consumers to download its application, as well as learn more about the company and see what it has to offer.

Walgreens is running audio and expandable mobile ads within Pandora?s iPhone application. Walgreens has used mobile advertising in the past to drive in-store traffic.

?It appears as though Walgreens may be on a fact finding mission with this mobile ad, to measure the click-throughs either through their app experience or mobile Web experience,? said Marci Troutman, CEO of SiteMinis, Atlanta.

?If indeed this is the case, it is a good way to manage the ad calendar based on highest hits,? she said.

?Walgreens could also be pushing consumers for app downloads based on the brighter color for the app button versus the gray of the mobile Web button.?

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

Walgreens did not respond to press inquiries.

Mobile awareness
The Walgreens mobile ad reads ?Walgreens. Shopping. Simplified.?

When consumers tap on the mobile ad they are redirected to an optimized landing page that informs them that there are two ways for them to enjoy their mobile experience.

Consumers can download the Walgreens iPhone application to experience enhanced features such as Refill by Scan.

Users can have the option of continuing to the mobile Web experience where they get full access to all features available on Walgreens.com.

If consumers tap on the mobile Web experience they are redirected to the company?s mobile-optimized page where they can browse pharmacy information, shop for products, find the nearest clinic and check out the latest Walgreens circular. 

From there, consumers can also find the nearest Walgreens store to browse products in person.

Smart move
A mobile advertising campaign such as this is a smart move on Walgreen?s part.

Not only is the company aiming to drive downloads for its iPhone application, but it is also letting consumers experience everything it has to offer.

Additionally, by adding a store locator feature, Walgreens is driving that in-store traffic.

?A few options that could encourage app downloads versus mobile Web is giving app users an extra incentive on the download to sign up, another would be to ensure the app experience is significantly different for the consumers ? otherwise there would be no reason to add this to the other app icons on their phone ? of which Walgreens had done a great job,? Ms. Troutman said.

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