Summary: Mars’ M&Ms brand is boosting its social presence with the launch of a new mobile project.
Via Spin’s mobile site, the sweet manufacturer – which has been building up its mobile marketing strategy over the past 12 months – is hoping its latest venture will allow it to connect with individuals on the go, Mobile Marketer reports.
Lauren Nodzak, spokeswoman for Mars Chocolate North America, explained the new developments are part of a larger advertising network purchase that is designed to generate as much attention as possible for the firm’s new persona, who is called Ms Brown.
She continued: “We drove consumers to Facebook because all of our characters – including Ms Brown – publish content on the page, so it provides a perfect opportunity for fans to get to know her.”
The M&Ms mobile banner advert asks consumers to tap it in order to meet the team behind the chocolate products and once they do this, they are redirected to the business’ official Facebook page, where there is the option to ‘Like’ the brand, peruse its photos and interact with other fans.
According to Mobile Marketer, social media and mobile complement each other and by marrying the two together, companies can drive engagement and traffic towards their goods, which is in turn likely to boost interest.
Ms Nodzak stated that to make both mobile and social platforms work together, Mars used its banner ad unit to encourage Facebook users to visit their page and learn more about Ms Brown via the content she regularly publishes.
“We think it’s more important to meet consumer expectations than to aimlessly link copy with social destinations,” she added.
This is not the only time Mars has ramped up its marketing strategy in order to increase customer engagement – in December 2012, the chocolate maker placed its M&M and Dove brands at the core of a holiday mobile advertising campaign that showed consumers how to use its products in seasonal recipes.
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