Haagen-Daz is encouraging users to like its Facebook page through a new mobile campaign the marketer is running within Pandora.

The ice cream giant is running expandable mobile ads within Pandora?s iPhone application. The mobile ads are meant to increase the company?s social efforts.

"Haagen-Daz, has captured one of the ways that mobile ads can engage with their consumers that is perfect, tying the multitudes of users on FB to their ad directly for commenting, and showing complete confidence in their product, by doing so," said Marci Troutman, CEO of SiteMinis. 

"When it comes to a product that consumers love they will tend to share, comment or take a picture to share with their social network, obviously when its 90 degrees outside, ice cream becomes one of those products that consumers love," she said.

Ms. Troutman is not affiliated with Haagen-Daz. She commented based on her expertise on the subject. 

Haagen-Daz did not respond to press inquiries.

Scream for mobile
The expandable mobile ads feature a bowl of Haagen-Daz ice cream and invite users to tap to join the conversation.

The mobile ad

When consumers tap on the mobile ads, they are redirected to the company?s mobile-optimized Facebook page.

Consumers are encouraged to Like the brand

From there, users can browse information about Haagen-Daz, view photos, Like the company and see what others have to say about it.

Mobile and social constantly go hand-in-hand.

By running these mobile ads, Haagen-Daz is not only able to increase the number of Likes on its Facebook page, but continue a relationship with both new and existing customers.

Social efforts
Haagen-Daz is not the only company that is using mobile to drive social efforts.

Last year, Lipton Iced Tea ran mobile banner ads that promoted its Pandora radio station and let consumers explore the natural side of music.

The Lipton mobile ads encouraged users to visit the company?s Facebook page and learn more about its beverages (see story).

Earlier this year, Coca-Cola Co.'s Sprite encouraged Facebook Likes and increased its social presence via a mobile campaign.

The company ran mobile banner ads within TV Guide?s iPhone application. The ads encouraged consumers to become a fan of the company (see story).

Most recently, Lay?s looked to increase its social presence by running mobile video ads within Hulu?s iPhone application that led consumers to its Facebook page.

The mobile video campaign promoted the company?s classic potato chips (see story).

"Combining social media to a mobile ad buy is a win, the next best thing would be to offer a discount for the product, with a redemption code on the mobile that can be used right away," Ms. Troutman said.

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