Toys R Us is running the campaign within Pandora’s iPhone application. The company has relied on mobile advertising in the past for a variety of things, such as promoting its new site and driving foot traffic.

“The Toys R Us ads on Pandora are part of our overall marketing campaign,” said Meghan Kennedy, a spokeswoman for Toys R Us, Wayne, NJ.

Driving awareness
Toys R Us is running full page, expandable and audio ads.

The ads read “No Newspaper? No Problem. Great Deals (Even Greater Savings). Click Here For all Deals.”

When users tap on the ad, they are automatically redirected to the company’s mobile-optimized site where they can shop the various deals and browse the company’s catalogs.

Furthermore, consumers can use the search functionality at the top of the screen if they want to look for a specific product.

Through the mobile site, consumers can also find the nearest Toys R Us location to browse products in-person.

Past efforts
Toys R Us is no stranger to mobile.

In May, Toys R Us used QR codes to promote more than 20 of its large outdoor items and let consumers visualize how the product would work and look in their own backyards (see story).

In November, the company redefined the way mobile consumers shopped during the holiday season with a multichannel campaign that incorporated redesigned mobile applications and optimized sites, as well as QR code scanning capabilities (see story).

Most recently, Toys R Us encouraged consumers to shop for holiday gifts via their mobile devices through a mobile advertising initiative (see story).

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