Research shows 90% of people move between devices to accomplish a goal. As people spend more time on their mobile phones, reaching them “on-the-go” will continue to increase in importance.
Yet the small screen, like all media, provides its own set of challenges and opportunities. Some to-remain-unnamed brands, as seen in Example A focus on the challenges.
Their strategy appears to go along the lines of:
Marketing Manager One: “We have a small space. What do we do?”
Marketing Manager Two: “Boy, I don’t know. That is a small space.”
Marketing Manager One: “Could we trick someone into clicking on our link?”
Marketing Manager Two: “Interesting. But how?”
Marketing Manager One: “Let’s make it look like they have a friend request on Facebook. Even though they’re in The Weather Channel app. That could work”
Marketing Manager Two: “Who cares if they’re annoyed when they get there. They’ll be there. We’ve accomplished our task. We’ve overcome the challenge.”
It’s amazing that this kind of work is considered, much less approved. On the other hand, there are brands that focus on the opportunities, as seen in my favorite-mobile-ad-yet in Example B.
Lowe’s looked at the small space and (a) thought about what the consumer was interested in getting – the weather (b) tied themselves to the context – a nice spring day (c) didn’t get in the way – fit within the established graphic approach and (d) thought differently – staying away from the standard solution.
It’s expectedly unexpected. It’s well played all around. And it almost makes me want to garden.
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