Hebrew National mobile ad takeover helps build brand awareness
By Rimma Kats
May 24, 2013
Hebrew National is using mobile advertising to drive brand awareness, giving consumers grilling tips and steering them into the nearest store to purchase its products.
The company is running the campaign within Us Magazine’s mobile site. Kargo is powering the initiative.
“Kargo is partnering with Spark SMG and ConAgra Foods Inc. to help make Hebrew National the preferred choice for this year’s summer cook outs,” said Alexis Berger, Chicago-based vice president of sales Midwest at Kargo.
“Around the key holidays such as Memorial Day, 4th of July and Labor day, we are powering Site Skins to drive mass awareness for the brand,” she said. “These Site Skins are actually linked to a user’s native calendar, so they can get a reminder to pick up their hotdogs.
“Kargo is also encompassing rich media through a unit called 99 days of Summer. This unit features grilling tips and additional reminders that are all brought to you by Hebrew National.”
The Hebrew National mobile ad creative reads “Hebrew National. A Hot Dog You Can Trust. Learn More.”
When consumers tap on the ad, they are redirected to the company’s mobile site where they can browse its products and view grilling tips such as basic grilling tips, safe grilling tips, summer party ideas and other grilling information.
There is also a store locator feature on the mobile site that lets consumers choose the product they are looking for, then enter their ZIP code or city and state, as well as choose the number of stores they would like to search for and the distance from their location.
Straight to the point
The Hebrew National campaign is very simple, yet effective.
The goal for the company is to get the word out about its products, especially in time for Memorial weekend.
Furthermore, driving consumers to the nearest store helps in driving the company’s sales.
And, by adding grilling tips, Hebrew National is able to keep the consumer engaged, as well as educate them on things that they might not have known.
“We love this execution because not only does it create huge awareness, it is actually perfect in terms of functionality for how mobile is being utilized by a consumer,” Ms. Berger said.
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