Sonera in Finlad was the first mobile operator to open a 4G network. They wanted to come up with a fun and creative way to demonstrate the 4G is the way to go because of speed, and what's a better way than to develop a mobile app that pits you against a friend to see who is faster. The brand integrated their mobile app in a traditional print media form by setting up a game board with 2 sides (pink and blue) where a user with the app would take a picture of the board on their phone and then place it in the "phone area" on the ad to start the game. Each person than proceeds to place their fingers on the designated spot in the ad and wait for the game to signal for them to touch the phone screen. Whoever touches it first scores a point.
The Ad is an interesting way to incorporate traditional media with a mobile app. The only issue I can see with this is that you need to have a smart phone that has the app and you need to find the print ad to play the game. If you are missing either one than the ad is pointless.
So even though it is a creative idea and way to use traditional, it may be a far fetched concept in that everyone who you want to target will have the 3 things needed to "participate" in the ad. Cheers!
Good post.
ReplyDeleteThis is a great example of the integration of new media applications with traditional advertising media.