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Lay?s relies on mobile video to drive social engagement

Lay?s is looking to increase its social presence by running mobile video ads within Hulu?s iPhone application that leads consumers to its Facebook page.

The mobile video campaign promotes the company?s classic potato chips. The 35-second video centers around a women who is munching on the snack.

"Running mobile video ads is a a great way for Lay's, or any other brand, to reach engaged consumers and tell their brand story," said Paul Bremer, chief revenue officer of Rhythm NewMedia

"It's especially smart for brands to run in-stream mobile video ads within premium video content as this has shown to yield the highest completion rates," he said. 

Mr. Bremer is not affiliated with Lay's. He commented based on his expertise on the subject.

Lay's did not respond to press inquiries. 

Video engagement
During the Hulu commercial break, the Lay?s mobile video appears.

Consumers can tap on the Learn More button above the video to interact with the company on a deeper level.

From there, users are taken to the Lay?s Facebook page where they can see what other fans are saying about the product, Like the brand, write on the company?s Facebook Wall and browse photos.

Running mobile video ads which lead to a Facebook page is a smart move for Lay?s.

Consumers can engage with Lay's via Facebook

Consumers are visually able to engage with the brand through the video and continue their conversation with Lay?s via social.

This campaign works for Lay?s on so many levels.

There is no point for the company to roll out a mobile site or application because not many consumers are going to purchase a bag of potato chips via their smartphones.

Mobile video helps Lay?s get its point across and social helps the company continue building its relationship with both new and existing customers. 

Taste of mobile
Many companies are increasingly using mobile to drive their social efforts.

For example, last year Lipton Iced Tea encouraged Facebook Likes and increased its social presence via a mobile campaign.

The company ran mobile banner ads that promoted its Pandora radio station and let consumers explore the natural side of music (see story).

More recently, Coca-Cola Co.'s Sprite ramped up its mobile and social efforts through an interactive ad campaign that aimed to get consumers to Like the company (see story).

"Mobile and video are now necessary components of any marketing campaign," Mr. Bremer said. "Mobile video ads also create an ideal opportunity for further consumer engagement with a brand. 

"Unlike display advertising, the emotive power of video is a great conversation starter in social media," he said. 

"By pairing mobile video with a social media call to action, a brand can then engage consumers in a deeper dialogue about the products and brand messages included in the video ad."

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