Mobile Marketer – The Wonderful Company is spearheading the most expensive campaign in its history with the help of WWE wrestler John Cena and NFL star Richard Sherman.
The $55 million campaign coincides with the largest pistachio crop in history, a whopping 800 million pound harvest. In response to the boon, Wonderful Pistachios has crafted a new animated mascot, Ernie the Elephant, voiced by Mr. Cena and featured in ten mobile-optimized videos that will be aired over the coming months, paired with a series of digital videos starring Mr. Sherman on the health benefits of pistachios.
“Social media is a perfect way to extend and build upon traditional advertising campaigns,” said David Naumann, vice president of marketing at BRP.
“The Wonderful Company can repurpose its TV and print ads across its social media platforms to magnify the reach to all of their fans and their friends when followers ‘like’ the messages.
“Since more Internet usage now occurs on mobile devices than desktop or laptop computers, it is imperative that all campaigns are designed for mobile viewing and interaction. Exposure to these campaigns on consumers’ phones, while they are shopping, might influence impulse purchases, especially if they are in, or near, a store that sells Wonderful Pistachios.”
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