Quaker Oats is tying mobile and social into its new marketing campaign that aims to promote its new products and lets consumers learn more about them.

The company is running full-page mobile ads within Pandora?s iPhone application. By using mobile advertising, Quaker Oats is able to reach a larger audience who are always on the go.

?I think the Quaker Real Medleys campaign is a real muddle because little too complicated for small screen mobile devices,? said Simon Buckingham, CEO of Appitalism, New York.

?There are just too many choices for a mobile campaign ? the search page includes three selections and the entry of a ZIP code, the second page includes recipes and healthy heart advice,? he said.

?The best thing about the campaign is the landing page itself ? the text is very legible and the product description and visuals are very clear. ?

Mr. Buckingham is not affiliated with Quaker Oats. He commented based on his expertise on the subject.

Quaker Oats did not respond to press inquiries.

New endeavors
The Quaker Oats mobile ad promotes the company?s new Real Medleys products and encourages consumers to explore the flavors.

When users tap on the mobile ad, they are redirected to an optimized landing page that lets them check out more Quaker products, find a recipe and find out which stores sell the products.

The mobile ad also has social elements that let consumers further engage with the brand, such as links to Twitter, Facebook, YouTube and Google+.

A mobile ad campaign such as this is a great way to promote the new offerings and to get consumers engaged.

Additionally, by adding social features, Quaker is able to connect with users even after they are done looking at the mobile ad.

?It is important that the mobile marketing agency has control not only of the landing page visual and messaging but all the sub-pages too in order to truly create a real medley rather than a real muddle,? Mr. Buckingham said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York