Snack brands Snyder?s of Hanover and Lance Sandwich Crackers are teaming up for a mobile sweepstakes to promote Sony Pictures? upcoming film ?Cloudy with a Chance of Meatballs 2? and also help the marketers collect email addresses for future marketing.

Lance Sandwich Crackers and Snyder?s of Hanover are placing calls-to-action on products and in stores to get fans hyped up for the film. Cloudy with a Chance of Meatballs 2 premieres in theaters on Sept. 27, with the campaign running through July.

?We felt that for this particular campaign, a mobile microsite that portrays both brands in the context of this promotion and allows for quick entry in the sweepstakes was the most effective way to encourage this,? said Holly Patterson, senior brand manager at Lance Sandwich Crackers, Charlotte, NC.

?Entering the sweepstakes via the microsite takes only a few minutes, and once consumers have entered they are also able to share the link to friends and family via Facebook, Twitter and email,? she said.

Mobile call-to-action
Calls-to-action for the sweepstakes are running on packs of Lance Sandwich crackers and on Snyder?s of Hanover products.

Store displays and header cards are also being leveraged to promote the campaign.

The call-to-action encourages consumers to go to https://www.cloudy2snyderslance.com, which is a Facebook page that is optimized for mobile.

From there consumers can type in their email address to enter the sweepstakes. Submitting an entry form also lets consumers sign-up for future offers and emails from the brands, which helps the brands build a longer term relationship with consumers.

One grand prize winner will receive a trip for four to the premiere of the film in the United States, and other prizes include movie screening passes, DVDs and posters.

The campaign's microsite

Mobile sign-ups
Lance has been successful with other mobile and social contests in the past.

For example, Lance used a social entry form to celebrate its 100th anniversary earlier this year. According to Ms. Patterson, 18 percent of the sweepstakes entries came from mobile devices.

Nowadays, optimizing a Facebook page for mobile is an expectation for consumers. Therefore, brands increasingly need to think outside the box with ways to prolong engagement, such as collecting email addresses.

?Going forward with future campaigns, we will continue to expand our mobile strategy and explore other types of mobile engagement,? Ms. Patterson said.

?We are looking at the big picture of how we want to engage with our consumers through mobile channels and utilize the power of mobile marketing combined with traditional marketing to maintain a loyal consumer base,? she said.

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