Lean Cuisine has turned to mobile to help promote its ongoing loyalty program and grow the company?s email database.

The company is running a mobile advertising campaign within Glamour?s mobile site. Marketers are increasingly turning to the medium to help build their databases.

?Lean Cuisine has a very clear action listed on their mobile ad, although the ad could be more eye catching with a graphic or imagery to enhance the banner, with just wording on an orange background the message could get lost in the page,? said Marci Troutman, CEO of SiteMinis, Atlanta.  

?The action leads consumers to a page with a very clear message of signing up or signing in, and also a link to learn more about the program, with a FaceBook link to join their page,? she said.

?The ?how it works? links to a visual of how the promotion works, and is very clear.?

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

Lean Cuisine did not respond to press inquiries.

Driving awareness
The Lean Cuisine mobile ad reads ?Fresh Rewards That Fit Your Taste. Tap to Get Culinary Chic Rewards.?

When users tap on the ad they are redirected to a mobile landing page where they can join the company?s Delicious Rewards loyalty program.

Consumers already in the program can simply sign in, and those that are still on the fence can learn more about how the loyalty program works.

The mobile campaign is a great way for Lean Cuisine to build up its loyalty program, as well as increase its email database by encouraging email sign-ups.

Engagement
By leveraging the medium, the company is able to reach consumers on a device that is personal to them.

Additionally, mobile advertising is very time-sensitive and effective.

Therefore, implementing the channel for a initiative such as this works.

?Overall they have used the ?rule of thumb? for mobile marketing and made sure that there is a clear call to action on the banner ad, with informative messaging on the landing pages following the click,? Ms. Troutman said.

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