Procter & Gamble?s Tide brand is continuing to prove it is a powerful force in mobile with a campaign that promotes the company's new Tide Pods detergent products.

Tide is using mobile bar codes on print advertisements and a mobile Web site to spread the word about the new products. As part of the product launch campaign, social media, in-store and digital efforts are also being used by the brand.

?The use of mobile to gather information, connect with others and communicate is on the rise,? said Sarah Pasquinucci, external relations manager for North America fabric at Procter & Gamble, Cincinnati, OH.

?Because we put our consumer at the front of everything we do, we need to be there when we are most relevant and can serve as a resource,? she said.

?We want to connect with people the way they want to connect with us. Our overall marketing reflects this, which is why you see mobile in the mix.?

Mobile spin
The Tide campaign is aimed at targeting a new group of younger consumers.

Mobile bar codes are being placed on print advertisements in the campaign. The ad features a woman climbing out of a washer machine.

When users scan the mobile bar code, they are taken to Tide?s mobile site. According to the company, mobile Web traffic to Tide?s Web site outpaces desktop use.

The Tide Pods are promoted at the top of the page with its own mobile microsite. Users can also access the microsite by typing http://www.m.tide.com/pods into their mobile browsers.

To learn about the new product, users can watch videos, access an informational page or interact with Tide?s Facebook page.

The video page incorporates three commercials from Tide?s YouTube account.

The informational page is meant to serve as a resource for consumers with product reviews, ingredients and safety information.

The mobile site is also accessible via desktop with a Web site.

Packed-in consumers
Procter & Gamble is constantly proving that it is a company that takes mobile seriously with specific, tailored campaigns for each of its brands.

Most recently, the consumer packaged goods company tapped mobile advertising to spread awareness for its Olay line of skincare products (see story).

For a product that consumers have a strong loyalty to, such as laundry detergent, mobile bar codes are a smart way for tech-savvy consumers to learn more about the products.

In addition to Procter & Gamble, other consumer packaged goods companies have also tapped mobile bar codes as a way to connect users with relevant content.

Kraft rolled out a large-scale marketing initiative this year to incorporate mobile bar codes on packages of cheese, for example (see story).

?Our QR code is part of our continuous drive to bring something of value to the consumer,? Ms. Pasquinucci said.

?Our campaign is aimed at essentially all those who do laundry and are looking for a solution that takes minimal time and effort to still provide excellent results,? she said.

?Our goal, as always, is to improve his or her daily life, and we feel that Tide Pods will do just that.?

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York