Coca Cola has used an ad called Chok! Chok! Chok! (meaning rapid motion in local slang) to engage local teens in Hong Kong. An ad that ran 10 PM every night had viewers loading up an app and waving around their phones to "catch" falling bottle caps for prizes.
9 million people saw the ad and 380,000 downloaded the Chok! Chok! Chok! app in the first month. This result is causing marketers to think of new ways to engage consumers on mobile phones.
"The consumer is there so we as marketers start to salivate," said Mike Parker, chief digital officer for McCann, in an interview at the Mobile World Congress. "But people are so underwhelmed by banner ads on tiny screens. We are all still searching for the best way forward."
It's believed that mobile advertising will grow by more than 50 percent a year and hit $40 billion in 2016, according to Informa research. Still, TV advertising dominates, with global ad spend at $500 billion last year.
An example of a campaign run via kiip by Pepsi: someone logging their morning 5 kilometer jog on a fitness app like MapMyRun sees a grey band pop up on the top of their smartphone screen. If they click on it, a window appears: "What a workout! Refresh yourself with a bottle of Propel Zero" and they are emailed a coupon for the fitness drink to redeem at a local store.
One important development that mobile ads might have is location data and companies are also working on better metrics of ROI. A possibility is linking up a user's shopping history on their computer with their phone, allowing for better precision in local ads.
"If we see, from the location, that someone has gone to a car showroom then we could send them car ads," said Dani Cushion, executive at mobile ad platform Millennial Media. "But if we see they go to the showroom every day, then they probably just work there."