Ocean Spray is making its new mobile advertising campaign interactive by adding rich media into the mix to drive click-throughs.

The company is running the campaign within Us Magazine?s mobile site. The initiative promotes the company?s diet drink.

?Drive consumers to a landing page that has a clear call-to-action and messaging that reinforces the value you just messaged,? said Dave Levy, executive vice president/cofounder of SocialVibe, Los Angeles. 

Driving interaction
Ocean Spray is running mobile banner and expandable ads.

The expandable ad splashes on the screen. From there a message appears, ?Wipe your screen to clear the juice.?

Using their fingers, consumers can wipe the screen to unveil the message, which reads ?5 little calries. Crisp, Bold Taste. Real Fruit Juice.

The message also features an image of the Ocean Spray Diet Cranberry drink.

Consumers are encouraged to tap the bottle for healthy tips and recipes. 

When users tap on the bottle, they are redirected to the company?s mobile site where they can learn more about the beverage, get tips on how to lead a healthier lifestyle, check out the company?s other products and browse recipes.

Users can also join the Cranberry Club to be keep up-to-date and tap on social media tabs such as Facebook, Twitter and YouTube to further continue their relationship with the brand.

Past efforts
Ocean Spray dipped its toes in mobile before.

In 2011, the company used mobile bar codes to offer coupons and other giveaways to consumers during its mobile sampling tour throughout the United States.

The company teamed up with SpyderLynk to use its mobile bar codes. The SnapTags were featured on advertising materials and consumers were able to snap and send to get recipes using Ocean Spray products.

?Lastly, always follow through with that brand and messaging promise,? Mr. Levy said. 

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