CAMBRIDGE, Mass. — Jumptap has launched a mobile advertising campaign for Hardee's new Biscuit Holes. The Hardee's campaign will deliver geo-targeted advertising across Jumptap's premium ad network through a channel composed of premium sites and applications predominantly frequented by adults 18 to 49 years old.
This customized channel will be a collection of mobile social networking, entertainment, sports and lifestyle brands tailored for the specific target audience. Publishers in this channel will include Boost Mobile, Joker Poker, MocoSpace, LimeLife and Weatherbug.
Hardee's also will run display ads on tapMatch, Jumptap's self-service PPC mobile performance marketplace. Jumptap provides valuable, unique reach to highly qualified audiences and advanced targeting technology that lets brands deliver the most relevant messages to their specific audiences for enhanced engagement, higher response and conversion rates, and better ROI from their marketing spend.
Mobile-enabled microsite
Integrated mobile marketing solutions provider iLoop Mobile has created a mobile optimized site that seamlessly integrates with the campaign Web site via form fields that collect the user's suggested name for the Biscuit Holes, as well as other user profile data.
The data is transmitted to the Web site database, where the suggested name is inserted into the TV spots. The mobile site also features rich media such as videos of the ads, viral branded mobile greeting cards sent person-to-person, site forwarding, product information and more.
Advertising effectiveness study
The campaign also includes an advertising effectiveness study, created by digital marketing research firm InsightExpress, to measure the mobile campaign's success using Mobile AdInsights. The research shows the changes in consumer awareness, message association and purchase intent after exposure to the display banners and landing page. Using Mobile InsightNorms, a database of 50+ mobile campaigns, InsightExpress also will compare the effectiveness of the Biscuit Holes campaign to previous mobile studies.
Hardee's creative agency Mendelsohn Zien Advertising won the Jump2Mobile Mobile Advertising Immersion Giveaway sponsored by and Jumptap at the MobileMix conference held in San Francisco on April 21. The goal of the program is to showcase the ease in launching a mobile marketing campaign and demonstrate the overall effectiveness of mobile advertising.
All the participants will return to ad:tech New York on Nov. 4 to showcase the results of the campaign and share lessons learned from taking an existing multi-platform campaign and integrating mobile into the mix.
