Quick-service seafood chain Long John Silver?s is extending its corporate social responsibility outreach to mobile, leveraging several social channels ? including Vine, YouTube and Facebook ? to showcase mobile videos discussing its focus on sustainability, family and quality.

Long John Silver?s has tapped artist Steve Connell to star in its three ?Spoken Cinema? pieces, which are being rolled out to extend the restaurant chain?s conversations with customers on social media channels. Fans can view the mobile videos on the campaign?s microsite or by visiting Long John Silver?s official Facebook, YouTube, Twitter and Vine pages.

?Our audience is changing, and the way they access news, information and entertainment has changed,? said Marilyn Nicholson, vice president of marketing, media and promotions for Long John Silver?s. ?We have a great brand story to tell and social media provides the perfect platform to tell that story in relevant, engaging and compelling ways.?

Fishing for social conversations
Long John Silver?s new campaign debuted this week with a video on sustainability. The brand sought to emphasize its primary menu items, 100 percent wild-caught Alaskan pollock and cod, and inform viewers of the continuous monitoring of Northern Pacific waters.

Fishing quotas for cod and pollock are also regularly adjusted to ensure the species? strength and survival.

The two-minute video, which was filmed on-location in Alaska, features Steve Connell?s narration alongside clips showcasing the coastal state?s shores.

Consumers can watch the video on the chain's official YouTube, Facebook, Twitter or Vine pages, as well as on the www.sustainabilityljs.com microsite.

The restaurant marketer?s email subscribers will also receive links to watch the mobile-optimized clips.

The second video highlights Long John Silver?s focus on food and quality by reminding users that nourishment trumps appetite. The final clip, centering on family and food, celebrates the joy of sharing a meal and features the many individuals belonging to the restaurant chain?s extended family, including farmers, fishermen and crews.

Each entry in Long John Silver?s series leverages Spoken Cinema, an experiential platform that communicates with viewers through dynamic visuals, an original score and spoken word. The platform was developed by GoWest Creative, the agency partner of Long John Silver?s.

CSR on mobile
More brands have been taking to mobile and social channels to spread awareness regarding their corporate social responsibility initiatives.

This past spring, Zappos attempted to fuse its customer service-centric mantra and out-of-the-box culture with the #ImNotABox campaign, which included a two-minute short film viewable on social media as well as a special-edition delivery box that could be transformed into several objects, such as a smartphone holder (see story).

Last year, Sam?s Club extended its corporate social responsibility initiatives and promoted its business support solutions by unrolling an interactive social campaign inviting small business owners to submit their questions on its Facebook and Twitter accounts for expert advice (see story).

Consumers? tendencies to gravitate toward snackable digital content ? most notably, short-form video ? while on-the-go has transformed mobile into an optimal communication medium on which to roll out this type of content.

?There?s no question that this content will be viewed heavily on mobile devices,? Ms. Nicholson said. ?Our internal tracking shows that over the past 12 months, we have been steadily increasing engagement with our customers with mobile. 

?Our challenge will be to continue to provide compelling and interesting content that can be shared across multiple channels and meets our consumers where and when they are most receptive to messaging.?