No one looks at ads, right? Especially those pesky little mobile ones. They’re just… so annoying! But what if a mobile ad was actually engaging? No, not engaging in the way too many gurus would have you believe when they ridiculously pontificate about the wonders of engagement. No, actual engagement as in the person becomes one with the ad unit. Let me explain.
Working with Opera Mediaworks, Lufthansa partnered with Celtra to create the Selfie Ad Unit. The mobile ad unit presents images of destinations such as Italy, France or Germany. The viewer is then encouraged to make a postcard by taking a selfie of themselves which becomes part of the ad unit.
People can transport themselves into their dream vacation as if they were really there. And then share their dream vacation with friends on Twitter or Facebook, thus extending the campaign for Lufthansa.
Of the campaign and the ad unit, Lufthansa Head of Marketing Florian Gmeiner said:
“The ad unit enables viewers to literally picture themselves at various travel destinations using their smartphone and gives them the chance to capture and share this preview with their social networks, hence extending our campaign into their personal dream vacation. The ad aspires to also become an inspiration.”
It’s quite brilliant, actually. We are a photo and selfie-obsessed society. What better to give a marketing message more legs than to have others spread it for you? And for free!
You can check out a live demo of the campaign and ad unit here.
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