Oreo is using mobile video advertising and an optimized site to spread the word about its 100th year birthday celebration.

The Oreo mobile video ads are running inside the Hulu Plus iPhone app and give users the option to visit the cookie brand?s mobile site, which heavily promotes the company?s anniversary. Additionally, the mobile ads aim to increase Oreo?s social media presence.

?The beauty of mobile advertising is you can truly get a user when they are on the go and have the brand be in the user's hand during key decisions that they make throughout the day,? said Corey Weiner, chief operating officer at Jun Group, New York.

?Running the Oreo birthday campaign on mobile devices has a higher likelihood ? unlike any other form of advertising to date ? to influence purchase behavior while the consumer is shopping,? he said.

Mr. Weiner is not associated with Oreo. He commented based on his expertise on the subject.

Oreo did not respond to press inquiries.

The Nabiscco snack brand includes Oreo, Chips Ahoy and Ritz crackers. Nabisco is a division of consumer packaged goods giant Kraft Foods.

The Oreo mobile ads are running as commercials during Hulu Plus? television programing.

The ads show a 30-second commercial for Oreo that encourages adults to act like kids and eat an Oreo cookie.

Similar to all Hulu Plus mobile advertising, the ad includes a button that users can tap on to learn more about the brand, which leads to a microsite for the Oreo anniversary ? http://www.nabiscoworld.com/oreo/birthday/.

?It is definitely a good thing to allow users to click on call-to-actions,? Mr. Weiner said.

?We generally prefer to show call-to-action buttons after the video completes viewing, but in the pre-roll space completion rates are much lower than in social video units, so it makes sense to try to allow the user to click earlier,? he said.

The mobile site explains the year-long campaign to celebrate Oreo?s 100th birthday with a large emphasis on sharing and social media. Via the site, users can ?like? Oreo?s Facebook page and see what others are saying about the brand.

On the Facebook page, consumers who ?like? the page can submit photos of their favorite Oreo moments that are then shared as a gallery that users can browse through. 

By tying their Facebook account to the mobile site, users can watch a customized video from musical group and spokesman Lady Antebellum that uses a consumer?s name with a personalized video message.

The Oreo mobile ads are effective because they tie in multiple digital experiences ? video, Web and social media.

For an older consumer packaged goods brand such as Oreo, the digital push is proof that mobile marketing is becoming a critical way for brands to connect with users of all ages. 

Allowing consumers to interact with personalized content that is synced with social media is also a smart way for a brand to make a campaign more tailored.

Additionally, the Hulu Plus mobile platform is a great place for Oreo to run the ads since the app is subscription-based and targets a specific group of consumers who are willing to pay for mobile video content.

?The advantage to mobile is that you are getting full-screen playback on the user's phone, a truly takeover experience ? with that ability, comes great responsibility,? Mr. Weiner said.

?Make sure you use only as much time as you need to deliver your message, shorter content is better,? he said.

?Consumer packaged goods companies are perfect for mobile advertising ? mobile allows you to have huge reach and brand awareness, a key metric for CPG brands.?