Unilever's Bertolli builds email marketing list via mobile ads

Unilever-owned consumer packaged goods brand Bertolli is targeting food lovers via a mobile advertising campaign that aims to build an email list for future marketing. Bertolli is offering users of the Today Recipes application the chance to win a trip “into the heart of Italy.” The banner ad is part of a long term sponsorship that Bertolli has with the Today Recipes application, which was created by Zumobi. “The content is really critical here,” said Ken Wilner, CEO of Zumobi, Seattle. “Unlike traditional mobile ad networks we stress content and can marry highly relevant content with the appropriate brand very directly. “So a brand like Bertolli can be married up with particular content like video, recipes and shopping lists,” he said.  Currently, the Bertolli ad links directly to a microsite where consumers are asked to fill out their name and email address. Those who opt to are added to an email marketing list to receive special offers regarding Bertolli. Additionally, consumers that fill out the form are entered for a chance to win a culinary vacation to Italy and other prizes. Here is a screen grab of the banner ad within the Today Recipes application.