Energy drink brand Red Bull is turning to mobile advertising again to promote its new Edition beverages and encourage consumers to learn about them.

The company is running the campaign within Us Magazine?s mobile site. The ads are powered through Kargo.

?Red Bull launched a custom integrated Hot Hollywood Channel on Us Weekly on April 17,? said Ally Cuervo, account manager at Kargo, New York.

?Named after the annual US Weekly Hot Hollywood party, the channel lives on the homepage of the mobile site and features all the latest celebrity styles as well as content about the event,? she said.

?Custom Channels are a great option for brands that want a seamless brand experience that aligns themselves with relevant content.? 

New promotions
The mobile ads read ?New. Red Bull Editions and are featured on the top and bottom pages of Us Magazine?s mobile site.

When users tap on the mobile ad they are redirected to the company?s Web site where they can learn more about the various flavors, which include cranberry, lime and blueberry.

Although the campaign is a great way for Red Bull to get the word out about its new products, it would have been more effective had the ad taken consumers to a mobile-optimized page.

Consumers do not like to pinch-and-zoom to browse content. Thankfully, the images are large enough to see.

If consumers do pinch-and-zoom, they can browse Red Bull TV, check out the company?s upcoming events and view other categories.

Past initiatives
Over the past years, Red Bull has been ramping up its mobile efforts.

Last year, the company ran mobile ads that not only educated consumers about a new social media-driven campaign, but also let them enter on the spot to redeem a free four-pack of the beverage (see story).

Most recently, Red Bull married its mobile and social efforts with an advertising campaign that urged consumers to think outside the box on what inspires them (see story).

?Redbull's content, integrated directly into the editorial of Us Weekly, allows the brand to leverage the sites' optimal user experience and popular viewership,? Ms. Cuervo said. 

?Partnering with Us Weekly has allowed Redbull to associate its brand with celebrity style and social life while increasing brand exposure and time spent,? she said. 

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