The results from the Corona comScore study reinforce the impact and effectiveness of immersive, interactive mobile advertising
San Francisco, CA (PRWEB) September 28, 2010
Greystripe, the leading independent mobile ad network and comScore today announced compelling brand lift results from a recent Corona mobile advertising campaign. The campaign proved effective across all metrics, including a 49 percent lift in purchase intent and a 13 percent lift in brand awareness by those exposed to the immersive Corona “Win a Beach Getaway” ad campaign, compared with the control group.
The interactive Immersion Ad campaign was created with Greystripe and Horizon Media, Corona’s ad agency, in order to promote awareness for Corona’s “Win a Beach Getaway”, and increase overall brand awareness and purchase intent. The ads ran from May 17 to July 4 and were targeted at a male audience between the ages of 21 and 29 years old.
Corona used Greystripe’s Immersion ad format to create a fun, interactive and shakable ad. The ad had users shake their smartphone – Polaroid-photo style – to “develop” a photo of their beach getaway. They could also watch a video about the vacation offer. Users spent an average of 21 seconds interacting with the ad, and 18 percent of those who interacted with the ad entered the contest.
Greystripe’s rich media Immersion Ads allow advertisers to engage users with sight, sound and motion – all within the ad through advergames, touch interaction, use of the phones accelerometer, videos, fun quizzes, audio and more.
”The results from the Corona comScore study reinforce the impact and effectiveness of immersive, interactive mobile advertising,” said Michael Chang, Greystripe CEO. “Today’s huge opportunity in mobile advertising is to provide a platform for brands to engage deeply with their target audience. It is not just about the click, but about a fantastic user experience with the ad itself.”
The independent third-party study indicated that the campaign performed well across all metrics among the target male audience. The study showed a 430 percent lift in mobile ad awareness for Corona Extra and a 1059 percent lift in mobile ad awareness for Corona Light after seeing the ad. A six percent lift in Corona Extra brand awareness and 13 percent lift in Corona Light brand awareness also resulted in people viewing the ads.
“We were very impressed with the results of our campaign with Greystripe, from the increase in purchase intent and brand awareness to the level of interactivity and engagement,” said Anup Shah, brand manager of Corona/Corona Light, Crown Imports. “Greystripe’s Immersion Ads are an extremely effective way to engage consumers and achieve brand goals.”
“The impressive results from Greystripe’s Corona mobile ad campaign reinforce our belief that mobile is an essential medium for advertising today. Greystripe was a great partner in delivering consumer engagement and measurable results for our client,” said Sarah Bachman, associate director for Horizon Media.
Greystripe was recently awarded DIGIDAY’s 2010 MOBI Award for Best Mobile Video / Rich Media Network.
Greystripe is the world’s leading independent mobile advertising network. Greystripe delivers the highest engagement for advertisers, the maximum revenue for publishers and app developers, and the best ad experience for users across all major mobile platforms, reaching tens of millions of mobile users.
Greystripe’s proprietary advertising platform currently serves ads into more than 2,500 application titles and mobile websites, supporting over 1,400 handset models globally.
Greystripe was named the MOBI Awards’ Best Mobile Rich Media Network in 2010, E-Tech CTIA award winner for the Mobile Marketing/Mobile Advertising category in 2009, AlwaysOn OnMedia 100 winner in 2009, AlwaysOn Global 100 winner in 2008, Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.
For more information, please visit: http://www.greystripe.com
About Crown Imports
Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the entire U.S. The Modelo portfolio includes Corona Extra, the #1 imported beer in the U.S. and #6 beer overall, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria (Chicago-only) beer brands. For more information, visit http://www.crownimportsllc.com.