Fido has launched interactive banner ads that feature real-time Twitter posts about the environment, the latest initiative in the Rogers-owned wireless provider’s campaign to promote the Motorola Moto w233 Renew handset.
Fido has promoted the phone, which is made from recycled water bottles, via television, print and out-of-home creative since it hit the market in April. The online ad launched earlier this month and represents a collaboration between Fido, Montreal agency BOS and online ad network VideoEgg, whose AdFrames platform allows for interactive features such as Twitter feeds to be incorporated into rich media creative.
In this case, the BOS-designed creative includes the headline “Everyone is talking about the environment” and a Twitter feed that broadcasts environment-related tweets in real time alongside an image of the Renew phone and information about its ecological advantages.
Consumers can also log into their own Twitter accounts from inside the ad itself.
“We know people are talking about the environment and we know that the environment is important to our customers, so we wanted to convey that we had a product to answer their concerns,” said Guy Bourgeois, director of marketing communications for Fido. “We like the ‘present’ context that the Twitter feed was able to bring to the brand and the product.”
Troy Young, chief marketing officer for VideoEgg, said the format has several advantages compared to typical display advertising.
“You have accountability and a fully baked creative experience,” said Young. “And the ad experience is unique in the sense that we can measure a lot inside of it—how much time people spent, how much video consumed, did they tweet from it, that kind of stuff. And the unit itself is as expressive as any display unit.”
French and English versions of the ad run on several sites in the VideoEgg ad network, including social media destinations such as Facebook and Twitpic, until July 12.
