The latest brand to throw themselves onto the iPhone bandwagon is Dockers but they are doing it with the first iPhone specific “shakable,” motion-sensitive ad and not an iPhone application. The ad stars Dufon who is an urban street dancer from the Seattle dance group “Circle of Fire,” and the ad works where users have to shake their phone at certain points to make Dufon dance in his Dockers kakis. The ad will appear in the iPhone games “iBasketball,” “iGolf” and “iBowl” and the lifestyle application iTV where it will appear between the various levels of game play.
I like this ad because it is an interesting creative execution and an interesting media buy with it running on just this one mobile platform. As I have written about before, the most successful iPhone applications use the features of the phone and this sticks to that same thinking but does it in a inside of an application instead of as a stand alone. I also think this could lead to a whole new avenue in online advertising as working on a platform like the iPhone will let us create deeper and much more unique experiences than we could create in traditional online advertising.