Chocolate maker Lindt USA gives mobile a key role in its holiday marketing program via a new application that lets users send customized holiday greetings to family and friends.

The app for iPhone and iPad enables users to select from a variety of holiday scenes and to place the Lindt Bear in them doing holiday-related activities. Users can also record a custom message for the bear to recite.  

"Lindt USA launched the 'Say it with the Lindt Bear' app as a way to bring the magic of the endearing chocolate figure to life," said Sara Famulari, brand manager at Lindt USA, Stratham, NH. "By allowing consumers to create customized holiday greetings for loved ones that can be shared it through MMS, social networking sites and email, Lindt Bear is helping to spread the spirit of the holidays. 

"This is the first app created by Lindt USA," she said. "'Say it with the Lindt Bear' offers consumers a fun and engaging way to interact with the loveable Lindt Bear. 

"Lindt felt that creating an app for consumers to enjoy and share Lindt Bear was a great way to bring the magic of Lindt Bear to life, especially during the holiday season."

Holiday experiences
New Yorkers will get an opportunity to have a hands-on experience with the app at two pop-up holiday experiences in the city. At these events, Lindt will provide photo opportunities, chocolate samples and an opportunity to use the app.

The events will take place Nov. 29-Dec. 1 and Dec. 6-8. The location of the events will be revealed in Lindt?s Twitter feed and on its Facebook page.

The Say it with the Lindt Bear app is available to download for free from iTunes and LindtBear.com.

Holiday wishes
Marketers are embracing mobile applications as a way to engage with loyal customers, particularly during important events such as the holiday season.

While there are numerous shopping-related apps available for the holidays, some marketers are finding a natural fit for their brands and mobile apps to assist users in their holiday-related activities.

For example, Butterball recently introduced an app to help consumers prepare for their upcoming Thanksgiving meal prep. The app walks users through the process of cooking a turkey (see story).

A messaging app such as the Say it with the Lindt Bear app also makes sense since consumers want to reach out to the friends and family at this time of year with holiday wishes.

Lindt?s holiday marketing program also includes the Mastering the Joy of Chocolate instant win sweepstakes on Facebook and LindtBear.com. Consumers can visit either to engage with a digital Lindt Bear by creating and sharing customized e-cards.

By participating, consumers can also enter to win a variety of holiday gifts each day, including a gift basket, a year supply of truffles, gift cards and more.  

"Engaging with Lindt consumers through social and digital media is an important part of Lindt?s marketing efforts," Ms. Famulari said. "Lindt is excited to see the ongoing success of 'Say it With the Lindt Bear' app and hopes to continue to find new ways to engage with our consumers using digital and social media tools."

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York