Here's an excerpt from the interview with Russel Buckley at Admob:
"...Some brands are already creating imaginative ad-funded mobile apps that really exploit mobile’s uniqueness across all handsets. Golden Gekko’s Lynx deodorant mobile app (part of BBH’s award winning campaign), gave its young male users a bunch of sound effects they could use to amuse women. Later, the brand launched a mobile app replicating the farting chipmunk – and an amazing 500,000 people downloaded it. See, downloads can be measured too. Golden Gekko also found that many consumers were happy to sideload these apps to their phones. This isn’t just a result of the App Store, although I suspect this factor will popularise the method even more. Having said that, I still believe it’s preferable to run ads on the mobile web: apps only have a place when you really can’t achieve the same effect from browsing. It’s still too early to say if the iPhone will be a long-term winner, or just a very important influencer of the market. But it’s certainly a major milestone in the fields of mobile advertising and search. Apple’s iPhone picks up where midinnings wristwatch ads left off... "
Our latest campaigns have further proven that we can achieve massive viral effect through community seeding. More about this to follow shortly...
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