Unilever is utilising a mobile Playroll feature from the creators of PlayCaptcha as part of its £10m Flora butter marketing campaign.
The feature offers an interactive alternative to current pre-roll advertising and works using the drag and drop method used by creators Future Ad Labs in the PlayCaptcha alternative to text captchas.
In the Gold from Flora ad, users are encouraged to drag and drop a sunflower and butter whirl into the Gold from Flora pack to reveal an animation.
Caroline Jary, brand building director for spreads at Unilever UK, said: “With mobile ad spending in the UK continuing to show significant growth and almost half of UK adults now owning a tablet, touch-screen interactions with brands are quickly becoming a vital part of the marketing mix.
“Using the latest technology in mobile advertising we aim to communicate with our loyal customers, through a fun and interactive activity that engages consumers with the Flora brand and demonstrates the unique blended spread with butter of Gold from Flora.”
The activity is the second from Unilever using a Future Ad Labs format after a pilot in a Persil campaign. Research has shown that the interactive formats deliver a 74 per cent brand recall and 71 per cent of people prefer the format to banner ads.