Smartphone Creative Showcase

The creative executions below show campaigns who embraced mobile screens, native functionality and interactive formats to deliver immersive brand experiences. You can learn more about ensuring your creative is optimized for delivery across any screen at the IAB Mobile Center's Make Mobile Work page.

DmC: Devil May Cry

Agency: Mindshare UK
Publisher/Media Company:  Twitter
Technology Enablers:  Celtra
Active Online: Jan. 24, 2013 – February 14, 2013

Brief Description of Execution:
To promote the release of the DmC: Devil May Cry game, Capcom reached out to iOS and Android Twitter users via a Rich Media Tweet. Upon tapping on a Twitter card that invited the audience to vote for their favorite DmC weapon, a smoothly animated, full-page HTML5 experience launched inside the Twitter application. Within this expanded rich media unit, users would vote, watch the trailer, download a free DmC app, and tap to visit an external site, where they could buy the full game.


Paramount Pictures/Paranormal Activity 4

Marketer: Paramount Pictures
Agency: Joule, MEC, mNet
Publisher/Media Company: Yahoo!
Active Online: October 2012

Brief Description of Execution:
What if your phone had a mind of its own – that’s the premise of this haunting rich media unit for “Paranormal Activity 4.” The unit delivers the convincing impression that the user’s phone has been taken over by a mysterious force: The phone’s keyboard appears to self-activate and, on its own, type the phrase “All the activity has led to this” into the Yahoo! search box. Creepy search results are returned almost immediately. Suddenly, a video call appears to come in from an unknown number – and the user is transported into a video-chat with a strange girl. The girl appears to be listening to and responding to what the user might be saying when … Well, we won’t spoil the surprise ending …

The campaign focused on Yahoo! as the media partner because of its tremendous mobile reach, diversity of content, and focus on user experience.


Intel The Escape iAd

Marketer: INTEL / 2nd Generation Intel Core Processors
Agency: Ansible & OMD
Technology Enablers: Apple

Brief Description of Execution: This creative ran as an iAd known as 'The Escape' an interactive, mission-based game. By simply tapping onto a standard mobile banner, the audience is instantly sucked into the world of ‘The Escape’ with no download required.

Players are immersed in 'The Escape' through video vignettes and first-player games, which utilize all of iAd's advanced technologies (the gyroscope, accelerometer, and multi-touch interface).


Couple up to Buckle up

Marketer: Scandinavian Airlines
Agency: CP+B
Publisher/Media Company: e-mail and advertiser's website and newspapers

Brief Description of Execution: Nearly all of Scandinavian Airlines top customers use smartphones - and often read their e-mail there. Over 100 000 selected members received an e-mail with two unique QR-codes that could be scanned with two smartphones.

Two separate YouTube clips was shown in the displays and when the phones were next to each other they formed a message where a code was revealed - the key to activate the offer. In addition to the e-mail, the activity was supported on the front page of, in mobile banners and in some of the biggest newspapers.


Ghost Recon Future Soldier

Marketer: Ubisoft
Agency: Biborg
Publisher/Media Company: Hi Media
Technology Enablers: Smart & DG

Active Online: June 28, 2012 — September 30, 2012

Brief Description of Execution:In order to announce the game release to the gamers, Ubisoft chose to advertise in an innovative way on the most known videogame mobile app in France: Biborg, working closely with DG (adserving) and Hi-Media (Advertising network), conceived an eventful and never-seen-before mobile campaign.

Depending on the user broadband, a video interstitial simulated the homepage being attacked. Then the users cold shake their smartphone to expand the banner, watch the trailer and download the app.


The Blue Moon Locator

Marketer: Blue Moon
Agency: VisualMax
Publisher/Media Company: Yelp
Technology Enablers: Crisp Media

Active Online: June 1, 2012 — August 1, 2012

Brief Description of Execution:
The objective of the “Blue Moon Locator” was to help users find local bars/restaurants serving Blue Moon when searching for places to go on

Strategy included matching Blue Moon’s national database with Yelp’s API combined with custom programming to bypass prompting a user to approve current GPS location to improve user experience and increase engagement rate with the ad. 

User taps to expand the Blue Moon Locator to find local bars/restaurants including image, name, address and rating. Results link to the businesses profile page on for more information.   Link to Blue Moon’s mobile website also included in the Branded rich media unit.


Earth Hour

Marketer: WWF Norway
Agency: Mobiento Norway
Technology Enablers: Mobiento AB

Active Online: March 2012

Brief Description of Execution:
Earth Hour asks people to turn their lights off at home to fight climate change. We took the initiative to help WWF Norway promote the event by pitching the first national mobile rich media ad campaign.

In a mobile world, a screen is a massive global light source, so we took the Earth Hour concept one step further, asking our tech-addict generation to turn their mobile screens off.

With the tap of a mobile rich media banner, the screen blackened, turning phone lights off across Norway. A swipe across the screen slowly let the light back in and revealed the Earth Hour countdown.

It all happened in the browser, directly in the ad on the placement site. No extra steps were needed to reach a landing page or app store download, that would otherwise disrupt the reader’s experience.


McDonald's Oatmeal

Marketer: McDonald's
Agency: Mobext
Publisher: Pandora, Millennial Media, Local Response
Technology Enablers: Celtra

Active Online: Jan. 5, 2012 - Feb. 5, 2012

Brief Description of Execution:
This ad for McDonald’s ran in-app and on the mobile web on Android and iPhone smartphones and was location targeted to New York City.


Paranormal Activity 3

Marketer: Paramount Pictures/Paranormal Activity
Agency: MEC
Technology Enablers: InMobi / Sprout Inc.

Active Online: Oct. 1, 2011 — Oct. 31, 2011

Brief Description of Execution:
This mobile rich unit was designed to excite mobile users about the upcoming Paranormal Activity 3 movie. Users swiped through the room to see paranormal activity occurring in the ad unit. Once the users swipes around the room they are taken into the bathroom where an in-line trailer of the movie plays. This ad ran on iPhone and Android phones, across mobile and in-app inventory.


Slim-Fast Shakes

Marketer: Unilever Slim-Fast
Publisher: Mindshare
Technology Enablers: InMobi / Sprout Inc.

Active Online: Oct. 24, 2011 — Nov. 19, 2011

Brief Description of Execution:
This ad unit was designed to showcase the range of flavors of the Slim·Fast shake, as well as generate brand awareness for the new Slim·Fast bottles. We also incorporated the nutritional information for each flavor, into the ad, given the health-conscious attitude of our target demographic. This ad ran on iPhone and Android phones, across mobile and in-app inventory.



Marketer: Starwood Hotels & Resorts / Sheraton
Agency: Razorfish
Publisher: The Weather Channel
Technology Enabler: Medialets

Active Online: September — November 2011

Brief Description of Execution:
To showcase the range of Sheraton Hotels & Resorts located around the world, Sheraton launched a rich media campaign enabled by Medialets for The Weather Channel iPhone app.

The creative initiates as a banner that prompts consumers to “FIND YOUR FAHRENHEIT” by tapping on the banner. When tapped, the banner expands to the full iPhone screen, with easy-to-follow instructions that enable consumers to use a slider to explore different Sheraton properties. The temperature goes up and down as the consumer drags the slide, displaying the corresponding Sheraton destination.

The creative also offers five different opportunities to drive consumers further down the funnel; they can tap-to-call or tap-to-visit to make a reservation, share via Twitter, Facebook and email.



Marketer: HP
Agency: Omnicom Media Group
Publisher: Audibly, Picplz, & Big Blue Bubble
Technology Enablers: Adtivity by appssavvy

Active Online: Nov. 20, 2011 - Jan. 8, 2012

Brief Description of Execution:
HP connected with consumers through the adtivity by appssavvy platform – reaching their target audience after they performed activities in a wide range of relevant applications (gaming and non-gaming) across iOS & Android smartphones.


The REI Winter Sale

Marketer: REI
Agency: OMD & BBDO
Publisher: The Weather Channel
Technology Enablers: Crisp Media

Active Online: December 2011 — current

Brief Description of Execution:
This campaign for The REI Winter Sale ran on The Weather Channel mobile web for iPhone and Android. The ad begins with an animated takeover, in which the temperature drops and snow clouds the screen. Users are invited to interact with the ad by swiping away the snow, revealing the option to visit the REI microsite for their winter sale event.