Starbucks-owned Seattle?s Best Coffee?s mobile advertising campaign to promote its new canned ice coffee drove 139,000 users to the brand?s mobile site.

The company?s agency, Creature, tapped AdMob to develop a variety of mobile ad units and an interactive landing experience compatible with thousands of mobile devices. The campaign included executions such as standard banners, animated multi-panel banners, text links, in-application expandable banners and full-page interactive interstitials.

?Seattle?s Best wanted to drive awareness and trial of its new line of iced coffee beverages,? said Johanna Werther, product marketing manager of mobile advertising at Google/AdMob, Mountain View, CA.

?The coffee retailer connected with AdMob to develop an engaging cross-platform campaign to promote the beverage launch,? she said.

Target
Seattle?s Best?s goal was to promote its canned iced coffee beverage to select markets on the West Coast.

The company was looking to reach adults 30-plus, a demographic consistent with the smartphone audience, to drive awareness and trial of the new beverage.

Seattle?s Best was particularly interested in delivering an interactive yet consistent user experience across a broad variety of mobile devices.

To achieve this goal, AdMob developed engaging and visually striking ad units as well as a landing page experience compatible with thousands of phones.

Results
The campaign ran on thousands of applications and sites on iPhone and Android platforms.

More than 139,000 consumers clicked on ads and as a result were delivered to the Seattle?s Best mobile Web site.

Full-page expandable units had an interaction rate of 5.7 percent.

Interactive interstitials earned a click-through rate of 5.4 percent.

Cost-per-thousand placements averaged a CTR of 0.9 percent.

?Seattle?s Best post-click experience promoted the company?s ?Discover Your Inner Morning Person? initiative with interactive images of the new line of beverages,? Ms. Werther said. ?The landing page also included detailed taste descriptions and nutrition information for each beverage.?

Dan Butcher contributed reporting to this story.