Kraft?s Planters brand has launched a campaign that marries social and mobile as part of its celebration around National Heart Health Month.

Planters has developed a Facebook application that is accessible via a mobile microsite. Planters is banking on consumers sharing content from their mobile devices as a way to spread the campaign?s message.

?During National Heart Health Month, the goal is to drive awareness around the heart health benefits of peanuts by giving Mr. Peanut?s fans and their friends a series of sexy Valentine?s video ecards that are also driven to keep their hearts pumping," said Ken Padgett, senior associate brand manager at Planters, Northfield, IL.

"And since Mr. Peanut has such a loyal following on Facebook, we thought this specific platform would provide a smart channel to communicate with these fans, with Mr. Peanut's witty tone, and also tap into the powerful social sharing platform that Facebook provides," he said.

?We wanted to optimize our ecard Facebook application for mobile because not only is there greater penetration of smartphones and tablets in market, but also because a large percentage of consumers access Facebook from their mobile devices. We wanted the ecard to be fun and accessible for everyone.?

Snack on mobile
Consumers can access the mobile component of the campaign by typing http://www.keepthatheartpumping.com/ into their mobile browsers.

Consumers can then pick from three Valentine?s Day-themed cards to send to friends and family members.

The site syncs with a user?s Facebook account and lets consumers search through their Facebook friends.

Users can then preview the ecard, which includes a short video. Consumers can then customize the post with a short message before it is posted to a friend?s Facebook page.

Mobile health
In addition to the Facebook portion, Planters announced that its Unsalted Dry Roasted Peanuts and Lightly Salted Dry Roasted Peanuts products have been certified with the American Heart Association's Heart-Check Mark. Packaging for the Planters products will include the check mark.

This is not the first time that Planters has turned to mobile as part of its marketing mix.

In April 2012, the company ran ads inside the Men?s Health mobile apps to help launch its NUT-rition Men?s Health Recommended Mix products (see story).

Mobile and social media complement each other, and as mobile usage continues to grow on Facebook, marketers need to develop content for both mobile and desktops.

?During the first two weeks of February, Mr. Peanut's Facebook page posts will reach fans, friends of fans and non-fans in their desktop and mobile news feeds, driving awareness of our ecard app,? Mr. Padgett said.

?Consumers who engage with these ads on their mobile devices will be directed to the application, where they can preview and send ecards remotely,? he said.

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