By Rimma Kats
October 9, 2012
Snickers is looking to amplify its presence in social with a new mobile campaign that encourages consumers to satisfy their sweet tooth cravings.
The company is running the mobile campaign within People’s mobile site. The campaign also aims to drive brand awareness.
“Snickers is a well known brand, and given that there may be some clicks on a banner without an action,” said Marci Troutman, CEO of SiteMinis. “Not too many brands could get away with a mobile campaign that just has a logo and a tagline without a reason for there to be a click to action of some type.
“Once the banner is clicked the landing page is well laid out but there is still not a clear action item on the page other than the Facebook icon - even verbiage to tout the 4.6 million likes on FB with a note that says "like us and we'll give you offers" would be a great action.
“Mobile marketing through banner ad's and mobile-optimized landing pages without a clear action are the same as having a print, media or billboard marketing promotion without an action.”
Ms. Troutman is not affiliated with Snickers. She commented based on her expertise on the subject.
Snickers did not respond to press inquiries.
Sweeten the deal
The Snickers mobile banner ad reads “Stop Committing Hunger Fouls.”
When consumers tap on the mobile ad, they are automatically taken to a mobile video that centers around the company’s popular candy bar.
When the video finishes, consumers have the option of re-watching it or clicking on the Facebook tab to “Like” the company’s page and further interact with the brand on a deeper level.
The mobile campaign is a great way for Snickers to drive Facebook “Likes” and further build on its presence in the social space.
By using mobile advertising, Snickers is able to reach consumers no matter where they are.
Past efforts
Snickers has been gradually using mobile over the past few years to increase brand awareness.
In 2010, Snickers ran a multichannel campaign that featured a mobile game, a WAP site, banners and in-store marketing to drive consumer interest.
The company tapped sister companies Mobiento, an ad agency, and Adiento, a mobile ad network, to power the campaign and build the mobile site.
“The one reason for brands to showcase their logo is for brand recognition, but Snickers is well beyond needing to have their brand recognized, there aren't too many that don't know what a Snickers is,” Ms. Troutman said.
“My suggestion for the next mobile marketing campaign is to offer an action tied to a promotion or a clear reason for consumers to click in order to gain a clear ROI on the promotion,” she said.
