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How CPG brands are getting mobile right

Coke

Coke's “Ahh Effect"

In the first three quarters of 2013, consumer packaged goods brands have run a number of interactive mobile campaigns that are aimed at moving the needle away from purely branding to driving sales, which will likely play a more prominent role in holiday spend.

CPG brands' mobile efforts run across multiple mobile tactics and reflect how marketers can reach consumers with tailored, personalized content and offers. While some CPG brands remain rooted in traditional channels such as SMS or mobile Web, others are experimenting with augmented reality and purchase-based data.

Here are the top 10 mobile campaigns from CPG brands so far this year, in alphabetical order.

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Campbell Soup Co. ties personalized ad buys to in-store sales lift in new pilot
Campbell Soup Co. ran a pilot mobile program this year that delivered personalized ads to consumers based on past purchasing behavior.

Campbell’s Pace brand used a new mobile advertising platform with Catalina Marketing to examine how brand advertising translates into in-store sales.

The goal of the program is to work around the lack of a mobile cookie with shopper data from Catalina’s platform so that Campbell’s is able to deliver personalized ads to consumers. The platform includes data from 70 million households whose mobile devices have been identified, anonymized and tied to recent purchase data.

One of the main reasons that CPG spend on mobile has traditionally lagged is because of the lack of measurement, but this initiative shows that marketers are increasingly interested in mobile since it is how shoppers are managing and planning shopping trips nowadays.

Coca-Cola sharpens mobile focus to connect with teens
Coca-Cola launched its first digital-only initiative this year with a campaign geared towards teenagers that greatly plays up mobile.

The “Ahh Effect” campaign includes a set of 61 microsites that feature quick games and content, and is part of a multi-year marketing effort from Coca-Cola.

Since the content is snackable and easy to engage with, mobile is one of the key ways that Coca-Cola is promoting the initiative and points to a greater need from CPG brands to develop mobile-specific content.

Clorox second-screen campaign generates 54pc engagement rate
As part of a marketing program around ABC’s “The Bachelorette,” bleach brand Clorox leveraged second-screen app Viggle in a campaign that resulted in a high percentage of consumers that completed actions within the app as a result of seeing a television commercial.

The campaign asked consumers to vote on their 12 favorite ‘bleachable’ or cringeworthy moments throughout the show by checking-in to the Viggle app or at ABC.com/TheBachelorette.

Consumers were prompted to vote between two clips each week that they wanted to go away. For example, one clip of Bachelorette Desiree’s disgust of contestant Jonathan was compared to fellow competitor’s Diageo’s full body armor wardrobe.

The power of mobile and TV has been touted for quite some time, especially for CPG brands that rely on branding as a key performance indicator.

In this case, Clorox was able to tie some learnings about how consumers use a TV and mobile device in conjunction with watching a program, which likely helps the company justify mobile and digital spend.

Frito-Lay enhances in-store promotion via augmented reality app
CPG brands have been one of the biggest verticals to flock to augmented reality this year since it gives the brands' biggest asset – packaging – an interactive element.

Frito-Lay decided to use the technology as part of a second-year promotion with Activision’s Skylanders Giants series. Three in-store displays encouraged consumers to download an app to view the Skylanders Giants in 3D.

Once all three Frito-Lay and Skylanders Giants in-store displays were scanned, consumers unlocked additional interactive content.

The Frito-Lay campaign highlights how marketers are leveraging mobile with in-store displays to pull consumers towards a particular brand when there are an overwhelming number of brands in a grocery store aisle.

Kellogg Co. taps mobile to drive loyalty reward redemptions
Kellogg Co. recently rolled out a new mobile and desktop Web experience that makes it easier for loyalty program members to track and redeem points towards virtual goods.

Kellogg’s Family Rewards members can enter the codes tied to points that are found on packages via a smartphone, tablet or PC.

Streamlining the redemption process for these kinds of loyalty programs that traditionally relied on clipping and mailing in the codes from the boxes themselves offers consumers a significant advantage to using a brand’s mobile and Web properties and can help brands such as Kellogg’s gain a competitive advantage when consumers are choosing which loyalty programs to join.

Kraft’s Philadelphia drives in-store sales with mobile cash back coupons
Kraft’s cream cheese brand Philadelphia worked with the Shopitize app to roll out a cash-back program in March.

Consumers who have downloaded the app and are inside a supermarket can scan bar codes on products and upload pictures of their receipts.

From there, consumers can upload a picture of their receipt to either earn cash back or get exclusive content and games.

By making the shopping experience more interactive, the effort was designed to bring consumers back to the app repeatedly. The app was piloted with 15,000 shoppers in Britain over a three-month period and saw an average redemption rate of 15 percent.

Pull-Ups relies on augmented reality to encourage potty training
Kimberly-Clark’s Pull-Ups also leveraged augmented reality in a unique way this year with an app that helps moms potty train children.

When consumers scan markers inside packages, Disney characters such as Mickey and Rapunzel come to life.

In addition to using the app to scan boxes, kids can earn virtual rewards as they progress through the levels of potty training.

Pull-Ups cited moms as one of the strongest mobile users, and the new marketing effort is a smart way for the brand to not only help moms, but also involve kids in the potty training experience.

Red Bull elevates mobile strategy with retail promotion using SMS, QR codes, gaming
Despite the belief that QR codes are dead, Red Bull continued to invest in the new technology with an on-pack campaign that leveraged QR codes and SMS to drive app downloads of a mobile game.

Mobile bar codes and SMS calls-to-action were plastered on packages of limited edition Red Bull Flugtag four-packs that encouraged consumers to download a mobile app. The grand-prize winner from the game will be sent to the National Red Bull Flugtag event to watch his or her craft fly.

Using a combination of different technologies is especially important for a CPG brand because of the reach that many of these brands have.

Additionally, scanning a QR code or texting in a short code is a simple way for Red Bull to drive engagement when consumers might have a few extra minutes while waiting in line.

Schick doles out product samples via SMS
In April, Schick decided to put a mobile call-to-action on a print ad to drive awareness of a new product as part of its “razorvention” campaign.

After texting in a keyword to a short code, consumers entered their email address, name and address to receive a new razor.

Users were also encouraged to opt-in to emails from Schick and “Like” the brand’s Facebook page to stay up to date on future promotions from Schick.

Sometimes keeping a mobile campaign as simple as possible is the best strategy for a CPG brand, and SMS is a smart way for Schick to not only reach as many consumers as possible but also build a stronger, long-lasting relationship with consumers.

Sour Patch Kids strengthens mobile presence with new pilot effort
Mondelēz International has made a big push into mobile this year as part of the brand’s mission to allocate 10 percent of marketing spend towards the medium.

One of the more interesting campaigns this year as part of the Mobile Future program was a pilot in April with candy brand Sour Patch Kids.

Sour Patch Kids worked with Kiip on the campaign to reward consumers who interacted with mobile apps.

The campaign played off of the candy’s reputation for being both sour and sweet. For example, consumers that had a low score in a game would receive a snarky branded message followed by something sweet, such as a reward or sample.

The idea of using in-app rewards is a tactic that many advertisers have turned to this year to drive engagement and ultimately build brand loyalty.

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

Lauren Johnson is associate reporter on Mobile Marketer. Reach her at lauren@mobilemarketer.com.

 
Related content: Content, mobile, mobile marketing, CPG

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