Oberto Sausage Co. is promoting its beef jerky with a multichannel campaign that relies heavily on mobile to get its target demographic to interact with the brand.

The Marketing Arm's ipsh partnered with Oberto to develop a promotional platform for its Oberto Beef Jerky products, including in-store, on-pack and mobile elements, as well as a promotional Web site at http://www.ultimatealphazone.com. The site provides an interactive environment for the brand's male target audience.

"Our target guy is regularly plugged into what's happening in the world around him," said Ryan Post, senior brand manager for Oberto, Kent, WA. "He uses mobile technology to maintain a healthy balance between family, friends, sports, exercise, culture and his career, getting the info he wants when he wants it.

"From checking his mail on his mobile phone when leaving the gym in the morning to looking up sports scores and texting his friends to find out where happy hour is, an ?alpha' manages his life on the go," he said. "We saw mobile marketing as an integral part of our latest campaign because it connects to the daily lives of our customers.

"Plus, Oberto is all about having fun, so the ability to playfully taunt ?sidekicks' on the go is right in line with our campaign and a fun, engaging way to let guys know what we are all about."

The promotion allowed consumers to register for sweepstakes and send taunt calls via IVR and the Internet to their friends, calling them "sidekicks."

The mobile two-way "Taunt Call" IVR campaign lets consumers send unapologetic claims to their friends, and "sidekicks" can send props or insults -- "smacks" -- back to their friends to continue the conversation.

Oberto's in-store call-to-action at the point of sale reads "Text / Taunt / Win, text ?Alpha' to 433339 for a chance to win and taunt a friend."

The point-of-sale includes shipper header displays and on-pack stickers with the mobile call-to-action.

The first sweepstakes offered prizes such as a Nintento Wii, an Apple iPod touch, an air hockey table, a Home Depot gift card and a Blu-Ray player.

A second sweepstakes is offering a branded leather chair, two cases of Oberto Beef Jerkey and gift cards from various retailers such as Fathead.com.

Oberto claims that it has received more than a quarter of a million sweepstakes entries to date, and many of those consumers opted in to the brand's SMS database.

The beef jerky brand touts the Ultimate Alpha Zone promotional micro site at http://www.ultimatealphazone.com/index.html as a place where "guys can be guys."

There is another Oberto campaign portal, created by another vendor, at http://www.eatlikeanalpha.com.

Throughout the year, "man room" elements will be added to the site for consumers to engage with to earn extra sweepstakes entries and build their "alpha" status for more digital rewards from the brand, such as ringtones and wallpapers.

Visitors can also set up a taunt call to a friend to send smack talk and spread the word about the promotion.

During the second phase of the promotion, Oberto tapped ipsh for the launch of a loyalty program "Order of the Alphas," where consumers were encouraged to log in and register to increase their "Alpha" status for digital rewards and exclusive Oberto content.

Once the user becomes a loyalty member, their engagement activity is tracked and rewarded with loyalty points.

A rotating leader board on the home page highlights Oberto's top alphas daily.

The loyalty program and Web site will be refreshed throughout the year to highlight a partner promotion, introduce new prizes and interactive features.

"Ipsh developed an integrated campaign strategy by using mobile, online and in-store POS and on-pack stickers," said Janelle Triana, account supervisor for ipsh, San Francisco, CA.

"To engage consumers with the brand, we built the Ultimate Alpha Zone, where visitors can experience the brand online, in-store and via their mobile device," she said.

"The campaign's objectives are to increase consumer awareness of the Oberto brand and its Eat Like An Alpha campaign, drive increases in market share and drive sales velocity."