Dunkin’ Donuts is running the mobile campaign within The Weather Channel’s iPhone application. The company unveiled its mobile app in August.

“We use mobile advertising because we want to create greater awareness of the Dunkin’ App, and we are also able to geo-target our ads to areas where we have Dunkin’ Donuts restaurants,” said Scott Hudler, vice president of consumer engagement at Dunkin’ Brands.

“Through our mobile advertisements we are reaching on-the-go people that are using their smartphones and we are enabling an entirely new level of speed and convenience by putting our guests’ favorite brand right in their hands, which will encourage downloads,” he said.

Driving downloads
The mobile ad reads “Pay with your smartphone. The new Dunkin’ app. Free.”

When consumers tap on the ad, they are automatically redirected to Apple’s App Store where they can download the app and test it out for themselves.

The campaign is effective on many levels.

Firstly, the creative is enticing – it features a lively pink background with a sprinkled donut.

Furthermore, the initiative is simple – the sole call-to-action is to increase app downloads, which the company does when users are taken to the Apple App Store landing page.

Mobile advertising is an effective medium that companies can use to drive awareness about new mobile apps.

“We are pleased with the number of users, as more guests are using their smartphones to purchase Dunkin’ Donuts food and beverages faster and more conveniently than ever before,” Mr. Hudler said.

“Additionally, guests are using the App to mGift others, locate the nearest Dunkin’ Donuts, find nutritional information and link to our social media communities,” he said.

Effectiveness of mobile
Dunkin’ Donuts has realized how important mobile is to its overall strategy.

Earlier this year, the company launched its mcommerce app that lets consumers pay for beverages, food and merchandise at the point-of-sale.

Through the Dunkin’ Donuts mobile app, there is a mGift feature that lets consumers send virtual gift cards via SMS, email and Facebook Connect (see story).

Most recently, the company solidified its position in mobile with an effort that drove engagement through Instagram and Twitter.

The coffee giant turned to mobile and social to help bolster its Halloween efforts and get consumers in the spirit (see story).

“Mobile and location-based offers will continue to be an important part of our overall marketing efforts in the future,” Mr. Hudler said.

“Part of why these programs are particularly important to our brand is that our busy guests are always on the go, so we know that they are increasingly reliant on their mobile devices to keep them running,” he said.

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