Wednesday, December 15, 2010, 09:50 am
Apple's iAds debut in Europe next week with Unilever as launch partnerUnilever, an iAd launch partner in the U.S., has been so pleased with Apple's interactive mobile advertisements that it will again be among the first companies when iAd launches in Europe next week, debuting a brand new advertising campaign on iOS devices.
According to MarketingWeek, Unilever's iAd campaign launches in Europe next week as part of a £8.3m marketing promotion. That means the iAd network is on track to meet its previously announced December launch window.
Unilever is one of a host of companies that Apple announced in November would be a part of the European launch of iAd. Other brands include L'Oréal, Renault, Louis Vuitton, Nespresso, Perrier, Citi, Evian, LG Display, AB InBev, Turkish Airlines and Absolute Radio.
Not only is Unilever a European iAd launch partner, but its promotion for the Lynx Excite product will debut on iOS devices. The iAd campaign will be followed by print, TV, digital, gaming and out-of-home advertising.
The "immersive iAd experience" will allow users to watch the Lynx Excite advertisement, download wallpapers of "Lynx angels," and purchase the theme song from the ad, "Sexy Boys."
"Lynx is always looking for new opportunities to engage with its audience in an innovative and creative way," said Lynx brand manager Selina Sykes. "As the digital age is upon us, iAd is the best platform for us to launch this new variant Excite to reach our target market."
When the iAd mobile advertising network launched in the U.S. in July, Unilever was a launch partner, promoting its Dove line of products. The company said its initial iAd campaign was extremely successful, with 20 percent of users viewing the Dove advertisement multiple times, and a large number of users seeking further information about the product.
Apple continues to expand iAds, and this week launched its first advertisement for the iPad. The Disney film "Tron Legacy" will be the only iAd on Apple's iPad until 2011.
Apple has said that the iAd network will launch in the United Kingdom and France in December, with Germany to follow in January. The iPhone maker will also partner with Dentsu to launch iAds in Japan in early 2011.
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