Kimberly-Clark's U by Kotex brand is trying to engage with girls via mobile by rolling out a campaign at American Idol and Bruno Mars concerts in August.

Before each concert, U by Kotex will screen a series of short videos on the jumbotron screens and poll girls on a number of questions that can be answered via mobile. The company will post the results on a  #UDecide newsfeed at ubykotex.com/udecide and offer a sample online.

?We want to drive new users to U by Kotex by encouraging her to try U by Kotex and decide for herself versus relying on blue-liquid demos to convince her of our performance,? said Kanchan Patkar, U by Kotex senior brand manager at Kimberly-Clark, Irving TX.

?U by Kotex encourages girls to express themselves and empowers them to have a voice,? she said. ?We always like to engage our target with our commercial programs.

?Most recently, we launched the Do the Demo program inviting girls to put U by Kotex products to the test in their own real-life product demos and experience firsthand how it performs and share their results using #demodiaries.?

Concert campaign
At each concert venue, U by Kotex will screen a series of fun and interactive ?U Decide? moments. This will include five 30-second spots that invite concert-goers to respond to questions via their mobile devices.

Concert-goers can respond via Twitter and Instagram.

A responsive U by Kotex mobile site will aggregate and track the social content provided by concert-goers throughout the concert.

U by Kotex decided to partner with the American Idol and Bruno Mars shows because their audiences align with the company?s consumer target.

According to Ms. Patkar, both shows are 70-82 percent female and primarily within U by Kotex?s target demographic. These concert-goers are also more likely to share experiences via social media.

Mobile branding
Kimberly-Clark is aware that a marketer needs to be creative in mobile to get its name out.

In 2010, the company?s Pull-Ups brand created a mobile application to help parents potty-train their kids (see story).

This year, the Pull-Ups brand launched an app with augmented reality features aimed to help Hispanic parents (see story).

Kimberly-Clark also launched a QR code-enabled patient safety education program to make it easy for hospital patients and their families to access potentially life-saving information (see story).

?Our target consumer lives in an always-on and connected world,? Ms. Patkar said.

?We need to connect with her via mobile because that?s where she is, and we can get our message to her in this medium,? she said.

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York