The company is running the mobile ad campaign within IMDb’s mobile site. By offering a mobile coupon, Gain is encouraging click-throughs.

“The Gain campaign has an unusual tag line as many of its target customers will not be looking to hook up,” said Simon Buckingham, CEO of Appitalism, New York.

“The advertising idea – hooking up and having a first date with a product – forces the consumer to think and the make the connection between the campaign tag line and the product,” he said. “Why make a consumer think and do the work when the campaign could be clearer and do the work for them?

“I think this campaign would be more effective if the incentive – the $1 saving – was placed on the main banner itself rather than only shown on the subsequent splash page which many consumers will never get to.”

Mr. Buckingham is not affiliated with P&G. He commented based on his expertise on the subject.

P&G did not respond to press inquiries.

Driving awareness
The Gain mobile ad reads “Looking to hook-up? Find your scent match and get a coupon.”

When consumers tap on the mobile ad, they are redirected to a mobile landing page that features different Gain detergents. Consumers are invited to shake their device and find the perfect scent to match their personality.

From there consumers are introduced to a random Gain product and are given the choice to either tap on the heart featured near the product to get a coupon for that specific detergent or shake their device again to keep playing the field.

Once consumers decide on a product they like and click on the heart to get a coupon, they are redirected to another optimized landing page where they can sign-up or sign-in to be a P&G member.

This helps the company build on its current email database.

Thinking outside the box
An initiative such as this is a smart movie for Gain.

Not only is the company building its database, but it is engaging consumers on a deeper level.

Additionally, the mobile advertising campaign is fun and interactive and offers users something new.

“P&G has a reputation for scientific carefully thought through and meticulously planned advertising yet this mobile campaign shows none of those characteristics,” Mr. Buckingham said.

“This campaign is not a gain for mobile advertising, it’s a loss,” he said.

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