The mobile advertising formats have evolved in these last two years with proposals that generate a high engagement, inviting the target public to interact with the advertising in an active manner thanks to technologies su as the “second screen”. Is the effectiveness of a campaign measured by quantitative results? Can creativity potentiate how a brand is remembered?
Some of the most creative campaigns use the combination of different advertising media such as television, traditional media (magazines, MUPIS, outdoor posters, etc.) and mobile advertising formats.
Mobile and magazines
In October 2012, Lexus introduced one of the campaigns which best combine formats to allow the user to interact with the brand. This time, Lexus used CinePrintTM technology which allows for a real interaction between magazines and tablets through the overlay of one page of the magazine with Lexus advertising over the screen of our tablet, to bring the printed advertising to life in a surprising way.
Mobile and TV
The goal of the most recent Fanta campaign and its rocking kittens is to prolong the experience of the user thanks to the recognition of audio. Thanks to the Shazam application, the user can tag the audio from the spot that is being emitted on television to access additional content. The user can get prizes, see the spot again, listen to the campaign song, see the making of, share the campaign on social networks and access Fanta’s website. To try it, you only need to download the Shazam application on your mobile and try it out yourself.
Mobile and digital signage
Pepsi potentiates mobile advertising in its special actions in Belgium through the “Pepsi-Like Machine”, the latest fashion to increase the number of “Likes” in the brand’s Facebook page. But, how does this vending machine work? The user must click on “like” in Pepsi’s mobile Facebook page and choose the version of the drink that he prefers. Automatically, the machine issues a can of the chosen drink for free. The “like”-generating machine has replaced the typical frontal for a touch screen that allows the user to interact with the brand. A whole mobile advertising revolution which rewards the loyalty of its target!.
Mobile and catalogue
Furniture comes to life thanks to IKEA, who has gone a step further with the creation of an interactive catalogue which allows the user to have a complete experience with respect to its products. The users will only have to download the “IKEA Catalogue” application and have a physical catalogue to interact with both supports. Increased reality, additional content, etc. are some of the characteristics of this format.
Mobile and PC
Use your mobile device as a joystick to control a game in the union between pc and mobile proposed by Google Chrome. The games are fully online and we just need to have Google Chrome installed in our mobile in order to control them. The user can move a ball using his Google Chrome search history as the scenario, launch a ball to hit a target, etc., the possibilities are endless. This is just the beginning of the development of a new generation of technology adapted to our mobile devices. The recognition of image and audio, as well as increased reality, can potentiate the attraction of our target to the point of sale, generate a fun experience for the user, animate printed campaigns and show our product to the whole universe. This which seemed to be the future of mobile advertising, is already a reality.
