American Beverage-owned Daily?s Cocktails is aiming to target on-the-go consumers this summer with a marketing campaign that includes mobile Web, SMS and advertising.

The campaign is aimed at generating awareness of Daily?s ready-to-drink cocktails. American Beverage is working with Hipcricket?s Ad Life platform on the initiative.

?American Beverage?s strategy in developing a multichannel mobile program with Hipcricket is to provide consumers with options in how they?d like to interact with the brand. By including the post-click engagement aspect of Hipcricket?s platform, American Beverage is creating an opted-in loyalty program through which they can continually interact with and engage their customers," said Doug Stovall, executive vice president of sales and services at Hipcricket, New York.

Mobile multichannel
American Beverage is using SMS to build a database of opted-in consumers that the company can use to build a relationship with.

To sign up for Daily?s VIP SMS program, consumers can text the keyword DAILYS to the short code 80404. Once consumers sign-up for the SMS alerts program, they are sent a message with a link to Daily?s mobile site.

Daily?s is promoting the SMS program through traditional marketing, such as television.

Via the company?s mobile site, of-age consumers can learn about Daily?s line of cocktail products.

Additionally, the site lets users find nearby products by using their device?s built-in GPS or a ZIP code. Results can also be filtered down to individual products.

The mobile site also integrates social media by letting consumers ?like? or pin items to Facebook and Twitter. Content can also be shared via social media and email.

Users can view additional product flavors, nutritional information and recipes on the mobile site.

Daily?s will also begin a mobile advertising campaign, including both rich media and banner ads.

Mobile chill
This is not the first summer campaign that Daily?s has used mobile in.

Last summer, the cocktail drink brand placed mobile bar codes on static print ads as part of a summer sweepstakes.

The campaign included both a desktop and mobile game that changed weekly and gave users a chance to vie for prizes such as blenders and coolers (see story).

Using multiple mobile channels is a great way for a consumer packaged goods company to keep the brand top-of-mind for consumers.

Additionally, the Daily?s campaign involves features for both smartphones and feature phones, which helps the company reach the most mobile users.

?American Beverage?s customer base is a highly mobile one, targeting fun-loving adults with disposable income,? Mr. Stovall said.

?A mobile strategy makes sense to help reach these customers on a personal level whether they are at home or on the go,? he said.

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