March 2009
Dockers San Francisco has announced the first truly interactive, ‘shakable’ mobile advertisement within iPhone applications.
By combining the reach of an ad with the immense popularity of iPhone applications, Dockers is pioneering an innovative new advertising channel to not only interact with consumers but engage mobile users with the Dockers brand.
The Dockers ‘shakable’ ad, available in a number of popular iPhone applications, integrates the functionality of the iPhone by taking advantage of the accelerometer technology, evolving the standard online banner ads to fit this new medium. The motion-sensitive and sound-enabled mobile advertisement will be embedded directly in select game applications.
The beauty of this new advertising is its ability to engage consumers in the same way they are interacting with the iPhone and its applications through interactive play. The Dockers brand is at the forefront of companies using alternative advertising mediums to directly reach their target.
"Dockers San Francisco is the first brand to fully utilize the iPhone's technology to deliver an interactive message within applications, which is still a relatively new channel for advertising," said Sherri Phillips, VP marketing, Dockers San Francisco.
"The Dockers brand will continue to seek out new interactive technologies and cost-effective ways to reach and engage our loyal consumers."
The ad titled ‘Shakedown 2 Get Down,’ features Dufon, a.k.a. Orb/Orbit/Orbitron, a freestyle dance expressionist from a Seattle group ‘Circle of Fire,’ dancing around the screen wearing Dockers Vintage Workwear Khakis. In between levels of gameplay in the select application, users are prompted to shake the iPhone setting off Dufon's unbelievable dance moves. Consumers will receive a full sight and sound dance experience.
The creative concept and filming where handled by interactive creative firm Razorfish, in Seattle.
The ad will launch in early March and will run for four weeks within free iPhone applications, such as: iBasketball, iGolf, iBowl and iTV.
Agency partner OMD was the inventive force behind the new Dockers ad and are currently one of the leaders in the application-advertising space.
"Mobile marketing is one of the advertising platforms that will continue to grow despite the current economic recession, allowing companies to strategically employ constricted ad dollars," said Jonathan Haber, US director, Ignition Factory, OMD.
"We're always excited when we can engage and interact with a targeted group of users through this kind of blended advertising technology."
With the popularity of free application downloads being 200 to 1 over paid apps (source: OMD), this new realm of marketing monetizes applications beyond digital sales and provides a more targeted reach.
Currently, there are 27,000 applications that have been downloaded more than 500 million times on the iPhone (source: OMD). With the iPhone's interactive platform, it lends itself to new and innovative ads that allow users to directly interact with the brand.
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