Boar?s Head is running a mobile advertising campaign to educate consumers about its products and also enter a sweepstakes to win prizes.

The mobile ads are running within the Pandora iPhone application. Boar?s Head has ramped up and improved its mobile advertising initiatives in the past year.

?The Boar's Head campaign is very information rich ? it makes me think that the brand must have something to hide given that they are communicating so much about their heritage in an almost desperate way,? said Simon Buckingham, CEO of Appitalism, New York.

?These days there is such a thing as too much information, and this is especially true on small screen mobile devices,? he said.

?You can try too hard ? this is the kind of campaign that would run after a corporate scandal to try to reestablish consumer trust.?

Mr. Buckingham is not affiliated with Boar?s Head. He commented based on his expertise on the subject.

Boar?s Head did not respond to press inquiries.

Mobile participation
Boar?s Head is using both audio and expandable mobile ads in the Pandora app.

Creative for the ads read, ?You, I trust? and features pictures of Boar?s Head products.

When consumers tap on the ad, they are directed to a page on Boar?s Head mobile site that is dedicated to the campaign.

There they can learn more about what ingredients are in Boar?s Head's high-quality meats.

There is also a section on the site that includes four different tabs ? family and heritage, artisanship, leadership and quality. Each tab explains one of the elements in the company?s standards for quality products.

From there, consumers can learn about the current sweepstakes that Boar?s Head is running.

Consumers are encouraged to submit their story on why they trust Boar?s Head by typing their answer into a box. Users can also see responses from others and ?Like? the responses on Facebook.

Furthermore, consumers can watch the commercial from the campaign via the mobile site.

Consumers can win daily t-shirts as prizes or be entered to win a prize package for one year of Boar?s Head products by submitting their ideas.

Using mobile advertising to promote a contest that not only gives consumers an easy way to enter, but also learn more about the brand is a smart move for Boar?s Head.

Mobile learnings
Boar?s Head has dabbled in mobile advertising in the past.

Last year, the company rolled out a mobile advertising campaign that was aimed at educating consumers about the company?s line of deli meats. However, the landing page that consumers were directed to was not optimized for mobile devices (see story).

Four months later, the brand redeemed itself with another mobile advertising campaign that was well executed with a mobile landing page (see story).

In this case, it is clear that Boar?s Head is learning from its mobile advertising initiatives since the campaign is targeted towards a specific campaign.

However, some experts say that the campaign could have had a stronger incentive for consumers.

?Consumers will likely be put off by the excessive propaganda about how great the quality of the brand is and never get to the sweepstakes,? Mr. Buckingham said.

?Consumers won't miss much as you can just get a year's supply of their products and T-shirts from this promotion,? he said. ?Incentives drive behavior and these aren't much in the way of incentives.?

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York