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J&J opens up interactive mobile ads to increase purchase intention for trading partner.

Kris spent most of her days as Johnson & Johnson & Johnson's Shopper Brand Director spending most of her life trying to figure out how to get folks to buy more gear in groceries. Dabbl, an application for J&J iPhone and iPhone, is a new addition to J&J's shopping, market and communications portfolio that allows consumers to purchase gifts for interacting with advertisements.

It presents a brand videotape, a trivia, a survey or, more often, a mix of all three, lasting about 30 seconds. In the end, the user can evaluate whether they liked the event. Generate between 5 and 10 Cent for a $5 rewards ticket in return for a little bit of input and thought.

The Dabbl also supports Downtime Dollars, a feature within the shoprite application that allows the user to view video for money that is credited to their customer account instantly. Advertisements are opt-in, and most advertisers complement the experience they make. Dabbl works with a grocery label that saw 97% of recalls after exposures.

Food shops also profit from the additional recognition of the brands and the higher intention to buy. For example, with a June promotion of a new Neutrogena sunscreen line, Johnson & Johnson wanted to inform buyers about the product's uniquely different features, such as an elongated grip for ease of use.

"When someone decides to interoperate with Neutrogena on Dabbl, he learns something about the make he didn't know before," Cevasco said. You are also interested in making a sale. Following the two-week Neutrogena drive, Dabbl recorded an 82% rise in overall purchasing intention, with an average of 45 seconds devoted to each and every event.

But J&J saw similar figures for a Tylenol drive that ran for two month from the end of December. Dabbl exposure had 86% buying intentions, resulting in revenues of approximately $20,000, directly related to the launch. It is not simple to get from the test tub to a more permanent point in the mediaplan.

Nevertheless, Johnson & Johnson was satisfied enough with the results to start another initiative. At the end of July, the franchise launched a huge omni-channel marketing drive for its Johnson's Baby Relaunch with Dabbl on the horizon. The more trademarks that register with Dabbl, the better. The Dabbl publishes only a few new launches per weeks - somewhere between five and eight - but it has problems to keep up with users' demands.

Seventy-two per cent of respondents asked for 40 or more to help them make money faster.