Several editions are planned, the first of which recently launched with a focus on the town of Poland, ME, and the local Poland Spring resort from which the water brand gets its name. Using a combination of scenic photography, inviting descriptions of local attractions, images of Maine-inspired fashions and links, the content encourages readers to experience their own woodsy escape while promoting the Poland Spring, MyHabit and Amazon Fresh brands. 

?MyHabit?s incorporation of the local look creates a sensible path to bring the campaign together and provide an avenue to commerce,? said Shuli Lowy, director of mobile and social media marketing at Ping Mobile.  

?Providing specialized looks is a great way to highlight specific articles of clothing from a broader sea of inventory,? she said. 

Using a combination of scenic photography, inviting descriptions of local attractions, images of Maine-inspired fashions and interactive links, the content encourages readers to experience their own woodsy escape while promoting the Poland Spring, MyHabit and Amazon Fresh brands. 

The sponsored content is being promoted on Twitter and Facebook, with viewers able to tap through to a landing page for ?The Local Guide: Getaway To Maine.? Here, viewers can tap on links to shop the water brand on PolandSpring.com and Amazon Fresh. 

Scrolling down, viewers can read about the Poland Spring Resort, which was founded in 1845, learn about picturesque hiking trails and discover popular spots for grabbing a drink or something to eat. 

The Local Look section highlights rustic fashions such as Thirty Five Kent?s cashmere cardigan, Corso Como Baylee's sturdy boots and Yoki?s quilted jacket. Viewers can easily tap through to purchase the items directly on MyHabit.com. 

?When engaging people through mobile it is important to keep the content short and dynamic,? Ms. Lowy said. ?If the content of a post requires a longer piece then it helps to put in headlines throughout which make the content easy to browse. 

?MyHabit did a good job of breaking down the content into sections ? allowing people to see what they should eat, where they should stay, and the things they should do,? she said. ?Headlines make it easier for readers to sort through content to find what interests them. That makes them more likely to derive value from a post.?

A banner appears in the guide urging viewers to tap to learn more about Poland Spring, the brand. 

A post on the MyHabit blog provides more details about each of the highlighted businesses and direct links. 

Two more editions of the local guide are planned, one an art crawl in Portland, ME, and the other a look at the port town of Kennebunk. 

With the holiday season over, consumers are thinking about staying warm during the winter months ahead and fun ways to enjoy the cold weather. Poland Spring and MyHabit hope to capture the attention of these consumers with content that they can easily access from their phones to quickly learn a little about Maine and, while they are thinking about possibly visiting the state, encourage them to shop for related items. 

The convergence of content and commerce on mobile is a trend that picked up steam in 2015 and is likely to continue to grow in 2016. 

?The blog post is not as strong in providing the dynamic imagery, which it easily could have done,? Ms. Lowy said. ?The piece references the gorgeous views of rolling hills in Pineland Farms and the pond views of the Montague Trail. 

?Instead of using only text to describe something that is visually appealing it would have been appropriate to insert images or short video clips that showcased the views,? she said.