Velveeta drives brand awareness via interactive mobile campaign
By Rimma Kats
October 24, 2012
Velveeta is heavily relying on mobile advertising to bolster brand awareness and engage new consumers with its products.
The company is running mobile ads within People’s mobile site. The campaign also aims to build on the company’s social efforts.
"The Velveeta mobile ad has an overall solid strategy behind the campaign, with four calls to action, pin the recipe on Pinterest, invitation to be a part of their sweepstakes, click to like on Facebook and to follow on Twitter," said Marci Troutman, CEO of SiteMinis.
"There are a few things that could be considered with the campaign so as not to incur breakage on click throughs to view the meat of the campaign," she said. "The banner ad is hard to read and doesn't give any indication of a sweepstakes or the additional actions the consumer will find once they click the ad.
"The banner is the door that has to be opened for the remainder if the campaign to be successful, giving consumers an enticing reason to leave the site they are navigating to click on an ad is critical to the success of the campaign."
Marci Troutman is not affiliated with Velveeta. She commented based on her expertise on the subject.
Velveeta did not respond to press inquiries.
When consumers tap on the Velveeta mobile ad, they are taken to the company’s mobile landing page where they can learn to make a Queso Dip for their next party.
Through the mobile site, consumers can also learn to make other recipes such as the Cheesy Spinach Bacon Dip and Cowboy Quesadillas.
Furthermore, consumers can enter the Queso Occasion sweepstakes where one grand prize winner will win a trip for two to Nashville for a red carpet Country Music Awards.
Users are also invited to share the mobile site with friends and family through social networks such as Facebook and Twitter.
Velveeta is also using Pinterest to encourage consumers to pin a recipe to their page.
By combining mobile and social in the campaign, Velveeta is able to reach and interact with consumers on a deeper level.
Mobile campaigns need to be interactive.
Therefore, by offering recipes that consumers can save will prove to be effective.
Additionally, adding incentives such as sweepstakes is a great way to drive participation.
"Once a consumer does click the ad they are directed to a mobile optimized page that still doesn't clearly define the action prominently, the sweepstakes and Pinterest options are more prevalent once the landing page is clicked through to the final landing page of the full campaign - less clicks and actions front and center would ensure a much higher ROI on this total campaign," Ms. Troutman said.
Rimma Kats is associate editor on Mobile Marketer, New York
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