Ready, or not, here it comes to the tune of an expected one billion-plus buys next year. This Technology Review post on the subject is interesting, but one quote stood out to me:
Can you name some brands whose mobile advertising has been very engaging and useful for the user?
One of my favorite campaigns recently was one that was run by Dunkin’ Donuts, where they were releasing a new iced latte product to the market. When the user went to the screen, the screen frosted over, very much like the frost on the side of a glass for your iced latte, and then with your finger you wiped the frost off the screen.
This was art that was reproducing the experience that people have in the real world, and it brings a real joy to people.
If you can combine the engaging nature of the medium together with that joy, together with the message that ties directly with this product you’re offering, that’s very powerful for the advertiser.
I have the feeling one person’s joy is another person’s total pain-in-the-ass with this campaign.