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Jumptap Launches Hardee’s Mobile Campaign for Their New Biscuit Holes
29.6.09
Jumptap Launches Hardee’s Mobile Campaign for Their New Biscuit Holes
“Sounds So Wrong But Tastes So Right”
ad:tech Mobile Giveaway Winner Partners with Jumptap, iLoop Mobile and InsightExpress to Engage Mobile Fans
CAMBRIDGE, MA – June 29, 2009 – Hole-y moley! Hardee’s® is adding a sweet and petite new item to its delicious line of Made From Scratch™ biscuits – Biscuit Holes. The new hole needs a name and Hardee’s is asking customers to name its holes through an integrated multi-platform, customer-interactive promotional campaign (see releated press release at http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20090629005204&newsLang=en and mobile is high on the menu!
Hardee’s Mobile Campaign:
Jumptap Premium and Performance Mobile Advertising Campaigns 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 – 49.This customized channel will be a collection of premium social networking, entertainment, sports and lifestyle brands in mobile tailored for the specific target audience. Publishers in this channel will include Boost Mobile, Joker Poker, MocoSpace, LimeLife and Weatherbug. Hardee’s will also 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.
iLoop Mobile “NameOurHoles.com” Mobile Enabled Web Site
The mobile optimized site, created by iLoop Mobile, the market’s leading provider of integrated mobile marketing solutions and services, 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.
InsightExpress Advertising Effectiveness Study
InsightExpress, a leading digital marketing research firm, will measure the mobile campaign’s success using a Mobile AdInsightssm advertising effectiveness study. This research will show 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 will also compare the effectiveness of the Biscuit Holes campaign to previous mobile studies.
“We love to entertain our customers,” said Brad Rosenberg, Hardee’s manager of digital strategy and marketing. “Through Jumptap’s unmatched network of premium publishers and carrier inventory, we are able to target specific geographies and audiences and communicate in a way that makes interaction easy and fun.”
Los Angeles-based advertising agency Mendelsohn Zien Advertising (which represents Hardee’s) won the Jump2Mobile Mobile Advertising Immersion Giveaway sponsored by and Jumptap at the MobileMix conference held in San Francisco on April 21, 2009 (http://www.jumptap.com/press-release/2009/1/53). The goal of the program is to showcase the ease in launching a mobile marketing campaign and demonstrate the overall effectiveness of mobile advertising.
“We are so excited to use the mobile channel in launching the Hardee’s biscuit holes campaign,” said Brandi Montague, Mendelsohn Zien’s Account Director, Digital. “All the vendors demonstrated such expertise in their respective areas making the entire process fast and simple. We are looking forward to sharing our experiences with a broader audience to help 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 November 4, 2009 to showcase the results of the campaign and share lessons learned from taking an existing multi-platform campaign and integrating mobile into the mix.
“More and more advertisers are realizing that integrating targeted mobile advertising into media campaigns can dramatically increase their unique reach and drive user engagement,” added Paran Johar, CMO of Jumptap.
