Evian is taking its Baby & Me campaign up a notch with a new mobile application.

Evian?s Baby & Me campaign launched about a month ago with a video that portrays adults as babies in day-to-day life. The app is available for iPhone and Android devices.

?Baby & Me is a global campaign that launched earlier this year with three different segments ? the video, the mobile application and a global print campaign with our international brand ambassadors Maria Sharapova and Melissa Reid,? said Eric O'Toole, president and general manager of evian, White Plains, NY.

?While viewers around the world are able to watch the Baby & Me video on Youtube, the brand wanted to give fans another way to experience Baby & Me by developing this app,? he said.

?Since we rely on our mobile devices daily, the application gives anyone on the go the opportunity to discover their inner own baby and share with their social media networks.?

Mobile sharing
Evian?s ?Baby & Me? video campaign launched in April and has accumulated more than 50 million YouTube views, according to the brand.

The video depicts what adults would look like as babies. The one minute and fifteen second-long video features adults doing everyday things ? such as getting onto a bus ? and shows how the activities would look if the adult was a baby.

According to the brand, the video has racked up more than 50 million YouTube views to date.

The app lets consumers choose a photo from their mobile device?s photo roll to morph into a baby. The app also includes an in-camera view to let consumers take photos on the spot.

Consumers are then asked to pick their eye shape and skin tone to create a more accurate picture match.

Once a user?s photo is transformed into a baby, it can be shared via Facebook or Twitter.

There is also an Instagram component to the campaign with the hashtag #EvianBabyandMe. Consumers can scroll through tagged photos on the photo sharing app to see what photos of other children look like.

Additionally, evian is promoting the campaign via its own Instagram handle.

There is also a Facebook component to the campaign with a social app that lets consumers upload or pick a picture of themselves from their Facebook account. Similar to the mobile app, the picture is then morphed to resemble how a consumer would look as a baby.

?Evian invented the concept of making an emotional connection to water category consumers, with our influencer and celebrity strategies of the early 80's and '90's, with the highly stylized print campaigns in the '90s and 2000's, and with the Baby campaign of the past four years,? Mr. O'Toole said.

?As consumers experience the world through mobile technology, mobile has become a primary medium through which the brand will continue to develop and maintain its connection with consumers,? he said.

Testing the mobile waters
Evian has used mobile in the past as part of bigger marketing pushes around its famous babies.

For instance, in 2011 evian used a mobile advertising campaign that linked with a landing page that featured a video, a call-to-action to download an app and social integration (see story).

In this case, evian is smart to extend the length of a popular campaign that centers around photo sharing to mobile.

Since social and mobile go hand-in-hand, the water brand is smart to rely on mobile to spread awareness of the campaign.

To drive repeat usage, evian should add additional pieces of content to keep consumers coming back.

"This type of an App sounds like a one-time click for each consumer, although it?s a fun engagement and would be something in certain demographics that would be shared via social media for fun," said Marci Troutman, CEO of SiteMinis, Atlanta.

Ms. Troutman is not associated with evian. She commented based on her expertise on the subject.

"Once the app is downloaded to a consumer's phone, following the initial campaign there would need to be an upgrade with a description showing something a bit deeper for consumers to keep the app and continue to be locked into the brand," she said.

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