The company is running the mobile campaign within Us Magazine’s mobile site. The retailer has heavily turned to mobile advertising before to bolster mobile site traffic and, ultimately, sales.

“These new mobile ads are part of the overall marketing campaign for Toys “R” Us and they complement our desktop display ads,” said Meghan Kennedy, a spokeswoman for Toys “R” Us.

Coupons galore
The Toys “R” Us mobile banner ad encourages consumers to tap for super savings.

From there, the ad expands to a mobile-optimized site where consumers can browse featured deals and get further details for them.

There is also a store locator feature that lets users find the nearest in-store location.

To redeem a coupon, consumers can display it on their mobile device during the checkout process. Or, consumers can redeem online by entering a promotional code.

The campaign is a great way to introduce consumers to mobile coupons. And, the redemption process is simple – a must when it comes to mobile coupon adoption.

Past efforts
Toys “R” Us is no stranger to mobile commerce.

Earlier this year, Toys “R” Us continued to place mobile at the center of its marketing strategy with a campaign that used the medium to promote deals and drive sales (see story).

Most recently, Toys “R” Us launched a mobile application for iPad and Android tablets that centered around its mascot Geoffrey the Giraffe and endeavored to build brand awareness.

The Geoffrey’s Jungle app follows Geoffrey the Giraffe as he embarks on a safari adventure through different islands full of games and surprises. The app is part of the company’s ongoing efforts to expand its mobile reach (see story).

“We continue to look for ways to reach shoppers on their mobile devices, as mobile is a key channel for Toys “R” Us, providing customers the opportunity to get great deals anytime, from anywhere,” Ms. Kennedy said.