Consumer packaged goods brand Orville Redenbacher is running mobile banner advertisements to promote and educate consumers about its healthy popcorn snacks.

In addition to promoting its products, the mobile ads also tell consumers about a promotion Orville Redenbacher is running with DVD service Redbox. The mobile banner ads are running in the Fandango iPhone application.

?The key tenets of designing a mobile ad campaign are to make the offer personal, immediate and relevant,? said Marlon Rodrigues, director of alliances at Polar Mobile, Toronto, Canada.

?Snack companies can make a compelling offer because they have worked for years to place signage and offer coupons,? he said.

?By taking advantage of mobile advertising, they can reinforce their long-standing goals.?

Mr. Rodrigues is not affiliated with Orville Redenbacher. He commented based on his expertise on the subject.

Orville Redenbacher did not respond to press inquiries.

Snack-size tips
The top of the banner ads feature the Orville Redenbacher logo with the slogan, ?All hail the super snack.?

Once tapped on, the ad redirects to a site where users can learn more about Orville Redenbacher products.

The ads target consumers who are looking for a healthy snack by promoting Orville Redenbacher?s line of whole grain popcorn.

Users can view a landing page that includes nutritional information about Orville Redenbacher products.

Consumers can learn about the Orville Redenbacher products by seeing the three flavors that the whole grain popcorn is available in ? sea salt, white cheddar and extra cheese that come in single-serving packets.

Here is the landing pages with facts about Orville Redenbacher's whole grain products

Consumers can also view healthy recipes.

Orville Redenbacher is also using the mobile ads to promote a deal with Redbox. Select boxes of Orville Redenbacher contain a code for a free movie rental when consumers use a Redbox kiosk.

The ads also integrate social media by letting consumers ?like? the Orville Redenbacher Facebook page by logging in.

?When a user clicks through an ad, they are implicitly moving closer to a sale, and interactive designers must recognize this and offer information and resources to match this intent,? Mr. Rodrigues said.

Prime placement
Orville Redenbacher is not the only CPG brand promoting its products via mobile.

For example, Comida Kraft recently developed a multichannel marketing campaign that involves Web, social, mobile and television (see story).

Finding a relevant app to advertise in is just as important as crafting the perfect message in a mobile strategy.

Consumers who are browsing through Fandango's app are most likely looking for a movie to see, which is a natural partner with popcorn. 

By advertising in Fandango's app, Orville Redenbacher is able to effectively target consumers who are already interested in its product.

?Mobile ads perform better when the demographic of app users aligns with the demographic of the users of a product,? Mr. Rodrigues said.

?Cost-per-click campaigns, being performance-based, rely on bulk serving that can rely on serendipity for a user finding value in a particular advertising,? he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York