Augme Technologies, Inc., a technology and services provider in interactive media marketing that offers a patented and innovative end-to-end mobile marketing platform, announced that the Kellogg Co. is using its AD LIFE(TM) mobile platform to directly engage with consumers by providing enhanced content via mobile devices. Kellogg's® Crunchy Nut(TM) brand launched a campaign earlier this year for the cereal's U.S. debut. Kellogg is planning several more campaigns this spring for some of its leading brands.
"With the rapid adoption of mobile phones and increased consumer use of mobile devices on their path to purchase, we have made mobile an integral part of how we communicate to our consumers," said Larry Bruck, Kellogg Co.'s senior vice president, global media and marketing operations in a prepared statement. "Augme has been a great partner as we have rapidly expanded our mobile strategy across our brands."
Since 2010, Augme has collaborated with Kellogg on the design and implementation of a number of programs, including the recent U.S. introduction of Kellogg's Crunchy Nut cereal. This program launched in January with a QR code and SMS keyword campaign that directed consumers to a mobile web experience where one of 13 unique videos is hosted. Video content was determined by the time of day a consumer opted in and reflected breakfast time in another country and brought to life the brand messaging "It's Morning Somewhere"(TM). The campaign is so successful in engaging consumers that the two companies are developing additional mobile marketing campaigns set to launch in the next few months to support existing brands
"Kellogg has been a great partner for Augme and we are thrilled to continue working closely with them to provide consumers with the kind of engaging mobile experiences that will create a greater affinity and loyalty to their brands," said David Apple, Chief Marketing Officer of Augme Technologies. "Through innovative design, rapid execution and attention to customer service, we have built a solid foundation to support Kellogg Company's industry-leading mobile marketing initiatives. Additionally, the broad scope of the agreement underscores our belief in the value of building a strong mobile strategy as part of a company's broader digital and traditional marketing campaign."