Fast food chain Wendy?s is cementing its place in the mobile medium via an integrated campaign that promotes the company?s new Wild Berry Frosty shake and drives consumers to the nearest locations to try it.

The company is running the mobile banner ads within Pandora?s iPhone app. In addition to the targeted ad, Wendy?s is also lettings users build their own radio station.

?Mobile devices cut the steps required to drive traffic into stores,? said Tom Limongello, vice president of marketing at Crisp Media, New York.

?Consumers are already out and about and they can take the directions with them,? he said.

Mobile incentive
The Wendy?s mobile banner ad reads ?Tap to Find a Wendy?s.

When consumers tap on the ad, they are redirected to a mobile landing page where they can enter their ZIP code or city and state.

After consumers enter the information they are presented with a list of the nearest locations where they can click-to-call the restaurant or use the map feature to see the directions to the location.

Additionally, users can browse nutritional information via the mobile ad to learn more about the company?s products.

?For location-based ads, it?s absolutely important to use mobile,? Mr. Limongello said. ?A quick-service restaurant is shortening the distance between the consumer and their location via a mobile device.

?Whereas on a desktop, they?re more than likely to get up and leave wherever they are,? he said.

Wendy?s station
In addition to finding the nearest location, the mobile ad also redirects Pandora listeners to a page where they can build their own playlist.

The mobile landing page features the new Wild Berry Frosty shake and three options ? wild, fun and fresh.

Consumers are encouraged to drag one of the options to the shake.

Once they drag one of the options, they are then redirected to their very own Wendy?s Wild Berry Frosty radio station.

?I think it?s a great way to offer branding that keeps somebody in a consistent mindset with the Pandora brand,? Mr. Limongello said.

?You?re not trying to make them download an app,? he said. ?There are too many ads requiring people to leave their content experience.

?Wendy?s is using Pandora to align its brand with something timely and interesting.?

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York