Disney?s Newsies is using mobile advertising to promote its Broadway show and let users get a sneak peek of the musical via YouTube.

The company is running the mobile advertising campaign within Pandora?s iPhone application. A campaign such as this is a great way to ultimately bolster tickets for the show.

?While it is great for Disney to promote the Newsies musical by giving a link to YouTube for a preview, there are quite a few more things that would really enhance this ad being placed on Pandora,? she said. ?For instance, if they were to have a mobile marketing landing page that had the video from YouTube inserted along with a few actions like where to purchase the tickets, where the musical is playing and with directions, the ad would be much more ROI oriented.

?With the ad clicking straight to You Tube, there is the ability to like and share the video, but if a consumer were to watch the preview and be interested, in the moment, they would have to exit YouTube and search for locations as well as a separate search for where to purchase tickets.

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

Disney did not respond to press inquiries.

Newsies campaign
The Newsies mobile ad reads ?Disney?s Newsies the Musical. See More.?

When consumers tap on the ad, they are automatically taken to Disney on Broadway?s YouTube page where they can browse videos of the show.

For example, users can view a sneak peek of the musical or check out the cast performing on ?The View.?

Although the campaign does not feature a commerce element, the company is aiming to increase foot traffic for its show.

By taking users to its YouTube page, Disney is giving them a glimpse of the musical instead of having them search what the show is about.

Mobile advertising is an effective way for companies to connect with new and existing customers on a deeper level.

Additionally, this campaign is a great way for Disney to increase awareness for its Broadway show.

Mobile awareness
Disney has been making a name for itself in the mobile space for a while now.

In 2010, The Walt Disney Co. ran a sophisticated mobile strategy that incorporated applications to create buzz for upcoming movie launches (see story).

Earlier this year, Disney took out a page from the Angry Birds playbook, and introduced a line of licensed merchandise based on a mobile-first brand, the game Where?s My Water? (see story).

Most recently, in a national TV, print and out-of-home advertising campaign, Disney showcased its Disney Mobile Magic App mobile application and included a prominently placed mobile call-to-action to encourage downloads (see story).

?Having an action tied to a click through on a mobile ad is the benefit of mobile - consumers are on their mobiles and want to be able to have the actions right at their fingertips for a quick follow through,? Ms. Troutman said. 

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