Tyson is running a mobile campaign that includes location, deals and product information to ultimately drive consumers to try a line of mini bread bowls.

The Tyson mobile ads promote five different varieties of mini bread bowls from the company. The ads are running within the US Weekly mobile site and blend into content on the page. 

?I think the coupon is a clear and understood incentive for clicking the link,? said said Simon Buckingham, CEO of Appitalism, New York.

?Brands need to be weary of option paralysis ? the tendency when faced with multiple choices to take none,? he said. ?Since there is only one call to action ? the coupon ? it is very clear and easy for the consumer to understand and engage with the campaign.?

?This is a superior approach to the campaigns that are busy with lots of different links and options that tend to clutter a mobile campaign.?

Mr. Buckingham is not affiliated with Tyson. He commented based on his expertise on the subject.

The campaign is being powered by Kargo. Tyson did not respond to press inquiries.

Mobile bites
The copy for the mobile ad reads, ?Grab a little goodness? and encourage users to get a coupon and learn more about the products.

When tapped on, a campaign-specific mobile site loads with a prominent picture of the product at the top of the page.

Consumers can then either learn more about the product, find a nearby store where Tyson products are sold or have a coupon emailed to them.

The ad takes advantage of a mobile device?s built-in GPS, which is a great way to help users try a product. Additionally, tying a coupon to the ad unit gives users a reward for interacting with an ad and can ultimately lead to in-store traffic and revenue.

Users can also swipe through a gallery of the five types of Tyson bread bowls to learn about the different flavors.

Users can find nearby Tyson products

Mobile deals
This is not the first time Tyson has used incentives to drive in-store sales.

In 2010, Tyson partnered with CheckPoints LLC?s mobile app to let users scan bar codes on its products, which could be transferred into real-world rewards such as gift cards and airline miles (see story).

Additionally, Tyson Foods was one of the first brands to begin offering mobile coupons inside News Corp.?s News America Marketing and its SmartSource coupons platform in 2009 (see story).

For small, packaged food such as Tyson, using mobile is a smart way for brands to not only promote new products but also lead consumers to take a direct action ? in this case buy the product by finding a nearby store.

?There tends to be less clutter with mobile advertising which gives CPG brands more opportunity to get their messages across as compared to other media where there may be a greater quantity of ads competing for the consumer's attention,? Mr. Buckingham said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York