The goal with this campaign was to engage mobile users and of course drive viewership for the premiere episode of the beloved 90's TV show remake. From my perspective, TV trailers traditionally do a great job at fulfilling that goal, but have not been successfully pushed in mobile yet without significant cost. In this case, however, there were no additional rich media serving costs because Mojiva was the originator.
Mojiva actually developed and served the ad. It was designed for both the iPhone and Google Android, and ran in the U.S. from September 1 through September 8. We are NOT a creative shop or rich media experts, but we were able to easily take advantage of what these smart phone devices offer.
For example, we were able to make the ad in banner format like this:
.... and then have it expand to show more information. If the user wanted to see more on the Melrose Place mobile landing page, or play a video in their native player, they just had to click the ad. If they wanted to keep browsing, they could collapse the ad and go about their business.
Chris Harnick from Mobile Marketer wrote a good article on the campaign in Monday's edition with some more information about The CW's effective mobile strategies. In August he also wrote on how Rick Hasksins, EVP of brand strategy and digital at The CW, plans to continue using mobile marketing in the future.
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