Durex launched a new dual screen digital campaign today creating a new way to interact with its ads. The ad, which launched in the UK, follows a mail boy to an apartment block, where people inside can be seen "having fun" (through the windows). If the watcher has iTunes or Google Play and points his or her phone at the TV or computer screen, it automatically syncs to reveal the ads alternative views on the second screen. The way the dual screen ad works is by utilizing the mobile device's camera and microphone to sync the ad, which unlocks the exclusive content and Durex's new eComm store.
I personally think this evolution is genius and provides a tremendous amount of opportunity for the right advertisers. I see potential for brands with an e-commerce presence capturing impulse purchases (if viewing on the television) and brands with rich online content (such as those in personal care and beauty). This approach only works however if you have a robust offering on the dual screen that keeps consumers engaged and ultimately wanting more.
Source: http://www.digitalbuzzblog.com/durex-launches-worlds-first-dual-screen-film-ad-campaign/#comments
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