ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Panera Bread taps mobile ads to drive YouTube page viewership

Panera Bread is using mobile advertising to drive users to its YouTube page where they can watch the company?s version of the ABCs and see how it uses food to create art.

Panera is running mobile and audio ads within Pandora?s iPhone application. This is the company?s first foray into mobile advertising.

?Panera running a mobile ad on Pandora linking to YouTube videos that promote their menu is thinking out side the box when it comes to mobile marketing,? said Marci Troutman, CEO of SiteMinis, Atlanta. 

"While this action might grab consumers to view their products, the action leaves a question, will consumers leave their music on Pandora to open up YouTube?" she said. "If they do, and the consumer is successfully captured, what is the action to ensure the consumer is brought into the restaurant for a sale?"

Ms. Troutman is not affiliated with Panera. She commented based on her expertise on the subject.

Panera Bread did not meet press deadline. 

The mobile ads encourage consumers to see summer from A to Z and check out Panera?s Summer Alphabetter.

When consumers tap on the mobile ad, they are redirected to the company?s YouTube page where they can watch the Alphabetter Anthem, among the other alphabet videos featured.

For example, there is an A is for Avocado video that features a Panera employee cutting up avocados in the form of the letter A.

The videos aim to showcase the products that Panera uses.

In addition to the mobile ads that lead consumers to the company?s YouTube page, Panera is also running mobile ads that lead consumers to its branded radio station.

Users are encouraged to select a station to add a little harmony to their summer.

Panera has three branded radio stations within Pandora ? Cool it Down, Hot Summer Classics and Fresh Hits.

Driving engagement
An interactive campaign such as this is a great way to drive consumer engagement and offer users something different.

Marketers are using mobile advertising in varies ways.

Panera has a strong presence on YouTube, therefore having the mobile ads redirect consumers there is important.

"While thinking outside the box on mobile marketing is great, there is still the ROI question," Ms. Troutman said. "It's always a good idea to have a clear message, with a clear action, that delivers a clear ROI."

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York