Soy sauce brand Kikkoman has kicked off a mobile marketing strategy that includes mobile calls to action in grocery store aisles.

In its first mobile push, Kikkoman is using Hipcricket?s platform for a holiday-themed mobile campaign that highlights using soy sauce to cook turkey. In-store signs at stores carrying Kikkoman encourage shoppers to text the keyword BRINE to a short code in order to receive cooking tips and a coupon.

?More consumers are making purchase decisions in-aisle after using their mobile devices to find product information and recipes,? said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, WA.

?Kikkoman is using mobile calls to action in-store to make the purchase decision interactive and to have shoppers consider soy sauce for their turkey preparation,? he said.

Mobile CRM
The mobile call to action is being promoted through in-store advertising where Kikkoman products are sold.

Shoppers who text the keyword will receive a message with a link to Kikkoman?s mobile site, where they can provide their email address to receive a coupon and view an instructional video.

Consumers can also sign up to receive monthly recipes for Kikkoman products, furthering the company?s mobile customer relationship management strategy.

?Savvy marketers know mobile campaigns should be more than a one-off,? Mr. Hasen said. ?A mobile database enables remarketing, drives sales and builds loyalty.?

Kikkoman?s goals for the campaign are to enhance the effectiveness of its customer engagement and drive sales.

The program launched in early November and will run through the holiday season.

?The campaign is unique because it combines in-store calls to action with email, SMS, mobile Web and video,? Mr. Hasen said. ?By giving consumers a choice in how they?d like to interact with Kikkoman, the company is increasing the likelihood of participation and ongoing engagement.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York