May 6, 2009, at 6:09 am 
Yes, some are claiming this Dockers iPhone app as being the first “shakeable” ad, I’m not sure if I agree with them on that idea. However, It definitely comes off as more of an “ad” amongst some of the softer hitting accelerometer/GPS ad apps that I have seen out there. I wonder how long it will take before the iPhone users of the world get sick of this shaking gimmick? I remember the marginal excitement I experienced with the Zippo app a couple years ago when I first bought my iPhone. I’m not sure some break dancing hipster wearing Dockers is going to have even near the same effect, especially since this “shakeable” song has been played so often. Here are some other “shakeable” ads that are currently rumored to be in the hopper (from RWW):
- A soda company creates an interactive bottle of soda that is motion-sensitive. (The user shakes up the bottle and it splashes all over the screen.)
- A car rental company can determine that a user is outside their typical geography and serve a CPA ad for a discounted rate.
- An electronics company showcases a new rebate enticing users to scan a barcode at a nearby store.
- A cruise line offers deals for users in Baltimore and Ft. Lauderdale due to proximity to their ships.
Excerpt taken from post on www.readwriteweb.com:
“The Dockers ad was built using the Medialets platform, a platform that combines real-time analytics and rich media functionality that leverages the iPhone SDK, allowing ads to tap into the phone’s GPS, accelerometer, microphone, and other features. It even allows the ads to work when the phone goes offline, too, thanks to pre-caching technology that delivers the ad to the phone in the background so that it’s available anytime, signal or no signal.”
View Medialets -> http://medialets.com/
Past shakeable/gps ads (ads = provides a service but it’s still and advertising/brand building component):
Target’s shakeable Ad (Dec 08) -> AdWeek Gift Globe
Adidas GPS Urban Art Guide (Feb 09) -> http://circuitbreaks.com/
Okay concept as a banner ad that you can click on to go to full-screen. But, I don’t like the idea of my entire screen being taken over with an ad without my choosing to see the big version of the ad.
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