A new type of ad from Hershey's Scharffen Berger appears on a mobile device's home screen when the device is locked. The ad in the Locket mobile app can be set by the user as a default screen and be swiped away if the user decides not to engage. "If they do it correctly, it almost becomes a joy to open up their phone mixed in with high-quality mobile ads that are brand-leveraging versus a call to action in a game that is not well-done," said Sean Maurer, brand director at Scharffen Berger.

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