Unilever-owned Dove is banking on mobile advertising to drive Facebook ?Likes? with a new campaign that includes an interactive game.

The Dove ads are running in the CBS News iPhone application. Dove has used mobile advertising in the past around specific promotions and campaigns.

"If they are on their mobiles and not running around, they would be interested in clicking on an ad like the one Dove has launched," said Marci Troutman, CEO of SiteMinis, Atlanta.

"The game looks interesting ? if there is an upside like an offer or coupon or free gift for winning, the
game would be very likely played again and again," she said. "If there is just a message at the end of playing the game, it would more than likely be a one-click per consumer to play and then leave."

Ms. Troutman is not affiliated with Dove. She commented based on her expertise on the subject.

Dove did not respond by press deadline.

Mobile cleanse
The copy for the mobile ads reads, ?Can your body wash be doing more?? and encourages consumers to tap to play a game.

When users tap on the ads, they are directed to a mobile landing page that features a game where consumers move puzzle pieces around to create a picture.

A button in the bottom left-hand corner encourages consumers to ?Like? the brand on Facebook. From there, users can click through to the page to see what others are saying about the brand, view photos and write a message on Dove?s Facebook wall.

Mobile continues to be a primary platform that consumers digest content on, and Dove is smart for using advertising to its advantage to build up a social media following.

Unlike other mobile campaigns that also aim to rack up social media impressions, the Dove example gives users content around why they should "Like" the brand's Facebook page with content. Giving consumers options is always a plus, and the campaign is a creative way to garner "Likes."

Encouraging Facebook ?Likes? also lets Dove start a one-on-one conversation with users in the future.

Additionally, users can watch a 30-second video clip via the ad units. By using the video, Dove is able to repurpose some of its content for mobile. The video is also short and to the point, which is key in developing content.

The mobile video embedded into the Dove ads

Mobile goods
Dove is no newbie to mobile.

Earlier this year, Dove tapped mobile advertising as part of its broader, multichannel campaign to promote healthy skin and inspire women. The ad campaign again incorporated Facebook and let users upload pictures of themselves to be featured on an interactive billboard in New York?s Times Square (see story).

Additionally, the brand was featured in Glamour?s March issue this year with a mobile bar code initiative that let users either download an app and snap a picture of mobile bar codes via MMS to shop products from the pages (see story).

For a consumer-packaged goods product such as Dove, mobile is a natural way to extend the brand?s message. With users both consuming large amounts of content and comparison shopping, making mobile a part of a major brands? initiatives makes sense. 

"If this ad were to accomplish Facebook "Likes" because of the game, and more interest in their product by
watching an informative video to learn more ? they have launched a successful campaign for mobile," Ms. Troutman said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York