7-Eleven is running the mobile campaign within Us Magazine’s iPhone application. The company has been using mobile advertising continuously to drive foot traffic and reach consumers on a deeper level.

“The ads for Tropicana are part of 7-Eleven’s Resolution Generator that is both on our Web site and part of our advertising buy with a network of mobile sites,” said Margaret Chabris, a spokeswoman for 7-Eleven.

Driving engagement
The 7-Eleven mobile ad reads “Tropicana Farmstand” and features the company’s logo.

When consumers tap on the mobile banner ad, it expands and invites consumers to learn more about the product in an interactive way.

Initially, users see an empty Tropicana Farmstand bottle and a basket full of fruits and vegetables. From there, consumers are encouraged to tap each fruit and vegetable to fill the bottle.

As users tap on each fruit and vegetable, the bottle fills up. Then, consumers can view details about the new product, as well as tap on the Store Locator button to find the nearest 7-Eleven location.

It is always a good idea for marketers to use mobile advertising to promote new products. In the case of 7-Eleven, it is a smart move to make the initiative as interactive as possible.

Past efforts
7-Eleven is no stranger to mobile and has used various different channels to interact with consumers on a deeper level.

In 2011, 7-Eleven ran a mobile rewards program that let “Thor” fans check-in to any location and redeem points and prizes having to do with the film (see story).

In September, 7-Eleven ran a mobile campaign within the Flixster iPhone, iPad and Android application that featured a custom integration and encouraged in-store foot traffic (see story).

Most recently, the company used the presidential election as a way to build hype around a Slurpee flavor that ultimately helped build the company’s SMS database and drove in-store traffic (see story).

“We think it is an engaging way to showcase products along with common and some funny resolutions our guests may make this New Year,” Ms. Chabris said. “The Generator is the heart of the 7-Eleven New Year campaign.”

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