Danish brewer Tuborg ran a mobile advertising campaign based on HTML5 technology that drove 20,000 people to the program?s landing page.

The landing page at http://wap.moblin.com/tuborg depicts a beer bottle that consumers can touch to open and watch it empty. Once the bottle empties entirely, consumers are routed to the Tuborg Facebook page and asked to press the ?Like? button.

?We let the user interact with the brand and feel the fun Tuborg can give someone who opens a beer bottle,? said Omri Argaman, vice president of business development at Moblin, Herzelia, Israel.

?The main objective was to get as many Facebook ?likes? as possible by giving the user the brand experience of Tuborg?s ?The fun starts here? slogan by opening a bottle," he said.

Moblin is a mobile marketing company privately held by Datomo Ltd.

Tuborg is a Danish brewing company founded in 1873 by Carl Frederik Tietgen. Since 1970 it has been part of Carlsberg. The brewery was founded in Hellerup, a northern suburb of Copenhagen.

Mobile ads
The mobile campaign consisted of on- and off-deck mobile advertising. Tuborg claims a 2 percent click-through rate, with 20,000 consumers visiting the landing page.

The target audience was men ages 18 and up. This was the first mobile media campaign that Tuborg launched in Israel.

Moblin let Tuborg segment the mobile advertisements via preferred target markets including country, region and device model/brand.

Mobile Web usage is up
Now, more than ever, people are accessing the Internet through their mobile devices.

Tuborg realized it is critical to smartly grab the attention of these users and effectively promote its brand through leading publishers.

The mobile campaign was part of a multichannel effort that included television, Internet and print. 

?The mobile media was exactly what Tuborg needed because no other media ad can give you the interaction a touch phone can give you,? Mr. Argaman said. ?Tuborg targets young people over 18 and the iPhone and Android devices are ?hot? devices in this age group.

?Also, only mobile can give such ROI and brand experience,? he said. ?Fifty percent of the target audience uses Facebook on its mobile devices, so mobile was perfect as a media.?

Final take
Giselle Tsirulnik is senior editor of Mobile Commerce Daily and Mobile Marketer
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