Mobile ad game-changers: Mobile Embrace and Gillette
Product: Gillette Fusion ProGlide Razor
Vendor: Mobile Embrace
Date: August 2011 - Present
Gillette's latest campaign, in partnership with Mobile Embrace, takes advantage of HTML5 for rich media integration to create an interactive ad that doesn't require the user to leave a mobile-optimized website, unlike some traditional mobile banner ads.
"Mobile advertising is experiencing high response rates and our focus is on increasing them further. HTML5 is another market leading tool that is enabling us to do just that," said Peter Birch, leader of 4th Screen Advertising, the mobile advertising arm of Mobile Embrace.
A user who engages the Gillette ad can "shave" away content with a virtual razor to reveal additional features in the ad including a commercial for the Fusion ProGlide, a hyperlink to the company's YouTube page, additional product information and interactive video challenges.
The Mobile Marketing Association's Michael Becker added "Campaigns like Gillette's program are very compelling, they leverage the unique capabilities of mobile to create persistent interaction with their consumers."
The ads for Gillette's Fusion ProGlide razor are currently running on Mobile Embrace's network in Australia.