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Athleta gears up for summer via mobile commerce-enabled ads

The company is running full page and expandable mobile ads within Pandora’s iPhone application. The ads aim to increase the company’s workout gear sales.

“The ad could be a bit more descriptive, the caption ‘Power to the she mix tape is now live’ is a little vague in that the click-through takes you to the clothing line Gap’s Athleta’s online shop,” said Marci Troutman, CEO of SiteMinis, Atlanta.

“The click-through destination is mobilized, but the ad is confusing as to why a consumer would click on this and what they would be getting when they do click through,” she said.

“While the mobile site is optimized for smartphones, and this is the best way to make the most out of mobile ads on highly trafficked sites, the messaging should also be an extremely important part of the thought process in the campaign.”

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

Athleta did not respond to press inquiries.

Mobile workout
The Athleta mobile ads read “Athleta. Power to the She. Outfit Your Workout. Gear Up.”

When consumers tap on the mobile ads they are redirected to the company’s mobile site where they can shop the latest trends.

Consumers can shop the latest products

Consumers can also shop by category such as sport, tops and sweaters, pants and bottoms, skirts and dresses, footwear and accessories, swim and sale.

Through the mobile site, consumers can also find the nearest store to browse the products in-person, as well as sign in to their account.

Additionally, users can shop the company’s other brands such as the Gap, Banana Republic and Old Navy.

Music to my ears
In addition to the mobile ads, Athleta is also running a branded radio station within Pandora that lets users listen to their favorite tunes.

Running a mobile ad campaign within Pandora is a great way to engage consumers and a branded radio station helps solidify the brand and customer relationship.

“Another good item that is available when the ad is clicked, is the ‘Find a Store’ above the fold for ease of use in finding locations,” Ms. Troutman said.

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