Peter Kafka points to this Liberty Mutual iAd that includes a Twitter integration in his MediaMemo blog. Worth a look. The Twitter part comes at about the 45 second mark in the video.
While it’s great to see advertisers start to stretch their wings with iAds, I agree with Kafka’s assessment that they’re “so intent on showing off their digital bells and whistles that they forget about being compelling or entertaining.”
That’s definitely the case with the Liberty Mutual ad. It’s pretty boring. The part at the end where you can shake your phone and crash the car is mildly amusing. But I doubt I’d have gotten that far.
The moral: Good creative is about content. While the “cool” factor is nice, you have to be compelling and engaging to be effective.
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