MobiAD Archives


Levis

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A “shakeable” mobile advertisement.
Brand: Dockers
Application: Shakedown 2 Get Down
Platform: iPhone



Campaign Objective:
To engage the target demographic of men aged 30 to 39 through interactive play, the same way that they interact with the iPhone and its applications.

Description:
Rather than being a stand alone application, this campaign was a movement sensitive ad that was embedded into various free iPhone applications such as iBasketball, iGolf, iBowl and i.TV. These applications were selected because the target demographic already had a strong affinity to interact with them.

When the consumer shook the phone, freestyle dancer “Dufon” would dance on the screen while wearing, of course, Dockers Vintage Workwear Khakis. Shake again and he does an encore.

Results:
Of the people who saw the ad, 33 percent shook to see the dance. Average engagement with the ad was over 40 seconds compared to 12 seconds which is the average engagement time for engagement for an online rich media ad. (source: Eric Litman, CEO of Medialets, via MobileMarketer).

MobiAD Comments:
A simple idea, but fun, and one of the first to use the iPhone’s accelerometer.

Screenshots:

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[kml_flashembed movie="http://www.youtube.com/v/NwnuwGhcpRU" width="320" height="265" wmode="transparent" /]
A short video of the ad, also showing how it appears in between levels of a bowling game.


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03.10.2009   
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