The company is running the mobile ads within People’s mobile site. Magnum has used mobile advertising in the past to get consumers familiar with its products.

“From a graphical design standpoint, they’re using the dark brown and black – their logo colors,  and it’s extraordinary difficult to read and understand,” said Marci Troutman, CEO of SiteMinis, Atlanta.

“Once you get past the banner, it’s a pretty good landing page,” she said.

Ms. Troutman is not affiliated with Magnum. She commented based on her expertise on the subject.

Magnum did not respond to press inquiries.

Guilty pleasure
The Magnum mobile advertising campaign promotes the company’s new Magnum Mini products and reads “Full Magnum Pleasure in the Perfect Mini Size.”

When consumers tap on the mobile ad they are redirected to an optimized landing page where they can learn more about the new offerings, as well as see what other products the company offers.

There is also a store locator feature within the ad that lets consumers find the nearest location where they can buy the ice cream.

Additionally, Magnum has incorporated social features into the campaign.

For example, consumers can “Like” the company’s Facebook page and follow Magnum on Twitter.

This helps the company further continue a relationship with consumers past the time spent interacting with the mobile ad.

Right moves
Magnum is smart to run a mobile campaign such as this.

Mobile advertising can reach consumers no matter where they are.

Additionally, mobile is a great medium to use when it comes to promoting new products.

By incorporating social into the marketing mix, Magnum is able to reach consumers on a deeper level.

“Banner ads should be readable,” Ms. Troutman said. “But that being said, they have a pretty solid banner page scenario.”

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