Dannon is using Apple’s iAd to give consumers a 360-degree view of a new line of French-style yogurts.

The mobile ads are promoting Dannon?s Activia Select line of yogurts and tap into the cultural background of the product. The ads are running within Apple?s iAd network.

?The concept behind the ad is to demonstrate the authenticity of the recipe, and we sought to create a Parisian experience using iAd features,? said Michael Neuwirth, senior director of public relations at Dannon, White Plains, NY.

Mobile world
The Dannon banner ads have two slogans, ?Experience a taste destination? and ?Be in France now!?

Here is what the ad looks like when tapped on

Consumers are then taken to a landing page where they have to peel a sticker on the bottom right-hand corner to reveal another page that shows all of the products.

The page then shows a scene of the Eiffel Tower in Paris with the Activia yogurts spread out on a picnic blanket.

The ads feature six different flavors of the yogurt and consumers can click on each type to learn more about it.

Each flavor of yogurt has its own landing page where users can learn more.

Users can also sign up for mobile coupons and find the closest location to buy Dannon products.

To play off the Paris theme, users can send Paris-themed postcards to friends and family via email.

Consumers can learn about each individual flavor of yogurt

In addition to learning about the yogurts, consumers can tilt and swipe their mobile device to explore the area around the Eiffel Tower.

Throughout the landing page, consumers can tap on people and places in the scene to learn about French history.

For example, consumers can tap on a painter and read a quick fact about Leonardo Da Vinci.

?Because it?s an iAd, we are able to test certain features and learn more about how consumers interact with mobile advertising,? Mr. Neuwirth said.

Swirl in mobile
Dannon is using the campaign for its Activia brand as a marketing testing tool for features such as mobile coupons.

Dannon is not the only consumer packaged goods company using iAd campaigns to spread the word about its products.

Secret deodorant recently used an iAd campaign to help raise awareness for PACER’s National Bullying Prevention Center (see story).

Additionally, a recent report from Millennial Media found that mobile is increasingly becoming a channel for consumer packaged goods brands to launch campaigns on.

?Similar to all consumer packaged goods companies, we continue to test and learn from new mobile opportunities,? Mr. Neuwirth said. 

?Consumers are increasingly mobile and serving up relevant and useful messages is something we will continue to explore with,? he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York