Johnson & Johnson?s Listerine is using mobile advertising to not only propel sweepstakes entries for a campaign but also let users shop products directly from their handsets.

The Listerine banner ads are running within People.com?s mobile site. Listerine is promoting its Ultraclean mouthwash.

?A good strategy is to ensure that banner ads are very clearly defined with an offer, brand logo and new product with a clear click-to-action identifier, linked to a landing page that is mobile-optimized with the action happening from that page,? said Marci Troutman, CEO of SiteMinis, Atlanta.

Ms. Troutman is not associated with Listerine. She commented based on her expertise on the subject.

Listerine did not respond to press inquiries.

Squeaky clean
The copy for the Listerine banner ads reads, ?Tell Listerine why your mouth matters.? A button next to the text encourages consumers to tap to enter the contest.

Users are then directed to a mobile site where they can learn about the current sweepstakes that Listerine is running. The campaign is aimed at getting users to share stories on why their mouth matters, aligning to Listerine?s products that promote healthy gums and teeth.

Users can read about others? submitted stories or submit their own story. Submissions are collected with either a video upload or by writing a short blurb. Text submissions are capped at 25 words, which is smart for a mobile campaign where users have shorter attention spans and time.

In exchange for entering the contest, consumers can win either a Walmart gift card or a $3,200 grand prize.

A button at the bottom of the page also lets consumers buy the ultraclean mouth wash from Walmart?s mobile site. The link directs users to the specific landing page.

Mobile incentive
Using mobile to spread the word about a sweepstakes is a tactic that many marketers are using to drive participation and contest entries.

For instance, Popchips recently tied a Facebook campaign with a mobile ad to let users enter a sweepstakes from a mobile device (see story).

Red Bull also used mobile advertising to promote a summer campaign to give users a chance to enter a sweepstakes and receive a coupon for a free four pack of Red Bull (see story).

In this case, Listerine is smart to not only include a submission component to the ad but also let consumers shop the brand?s products.

Mobile commerce continues to grow, especially for smaller items that consumers use on a regular basis.

?Ensuring that the print, email, media and social ads are all mobile-enabled for portability to the same mobile-optimized landing page will improve the customer engagement and acquisition,? Ms. Troutman said.

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