Hacking interactive ad units
Mobile gaming has exploded in the last 15 years, with an estimated 3.7 billion mobile players around the world and 42% of Apple's App Store revenue coming from gaming apps.
In looking to build awareness for Honda's Civic re-launch, we attempted to use the interactive conventions of mobile games (tapping, swiping, etc) in a new way. Hacking and ad format built for mobile game advertisers (a $7bn business), we devised an interactive comic book that pulled people in and gameified the story.
The results were fantastic, with people spending minutes with the experience, brand metrics way above average, and picking up a Shortys Finalist in the Auto category nod, as well as a two ADDYs: Silver for Social Media and Silver for Internet Commercial.
The experience: mobile ad, interactive comic, website