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Chili?s flaunts mobile app, drives downloads through iAd campaign

Restaurant chain Chili?s Grill & Bar has tapped Apple?s iAd network to help get the word out about its new mobile application and, ultimately, increase downloads.

The company is running the campaign within TV Guide?s iPhone application. Chili?s unveiled its mobile ordering app in late 2011.

?An iAd can be an asset in mobile banner ad marketing, with the use of video to show consumers real time and quickly the benefit of the download, this could raise the percentage of downloads if done properly,? said Marci Troutman, CEO of SiteMinis. 

?The banner that leads to the iAd needs to be compelling enough to entice a click from consumers, the ad in this campaign merely mentions 'download the app' without giving a reason for the download, this evasive marketing strategy could limit downloads,? she said.  ?A few suggestions would be to utilize the banner ad space to promote coupons, specials, loyalty rewards, to name a few.  

?The best way to gain clicks to banner ad mobile marketing is to give the consumers something ? make them curious to click.?

Ms. Troutman is not affiliated with Chili?s. She commented based on her expertise on the subject.

Chili?s declined to comment.

Driving orders
The Chili?s iAd campaign reads, ?Chili?s Free Mobile App. Download.?

When users tap on the banner ad, it opens to Apple?s App Store, where they are able to download the app for free.

From there, consumers are also able to browse screenshots of the app, check out reviews and get more information about how it works.

Using Apple?s iAd to drive app downloads can prove to be effective for Chili?s. The campaign is simple and does what it aims to do ? drive app downloads.

Nowadays, app discoverability is still a big issue. Therefore, running a campaign that centers solely on drive app downloads is smart.

Past efforts
Chili?s is no stranger to mobile.

In 2011, the company made it easier for customers to enjoy its menu offerings with a mobile application that lets them find nearby locations, get driving directions, view an updated menu and place orders with just the push of a few buttons (see story).

Last year, Chili?s used mobile advertising to spread the word about its ordering service and educated consumers about how it worked (see story).

Most recently, Chili?s enticed consumers to visit any one of its locations via a targeted mobile advertising campaign that let them purchase gift cards, browse the company?s menu and, ultimately, order their favorite meals on the go (see story).

Apple?s iAd marketing has become more affordable, and video can be extremely engaging for consumers to follow through with an action, brands need to ensure the banner message gets opened for the proper effect of the ad to take place,? Ms. Troutman said. 

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