11/01/2011 12:30:00 PM
(cross-posted on the Google Mobile Ads Blog)
HP launched a campaign to build awareness and preference for its ink cartridge products. As part of the digital marketing program, HP took advantage of Google’s mobile rich media capabilities to engage consumers on smartphones and tablets.
The rich media ads featured a short interactive game that HP developed for Android and iOS phones and tablets. Users could drag their fingertips across the screen to guide a net andcapture floating butterflies and score points for coupon savings while learning about the HP supplies value proposition.
As it turned out, HP’s playful mobile experience yielded impressive results. Within seven weeks, HP drove significant engagement with consumers. The campaign, executed with the help of mobile agency Airwave, resulted in:
- Over 400,000 games played
- 15% of consumers replaying the game
- Over 26,000 video views
Posted by Kevin Otsuka, Associate Product Marketing Manager, Mobile Ads