Leading Mobile Media and Technology Company Partnering with Motor Trend Leverages ZBi Native Mobile Advertising Platform to Impress Judges with Innovative Chevrolet Technology Series Campaign
SEATTLE, WA - September 27, 2013 - Zumobi, a leading mobile media and technology company, announced today that it has been named as a GOLD winner of the Interactive Advertising Bureau (IAB) 9th Annual MIXX Awards for powering the “Chevrolet Technology Series” campaign in partnership with Commonwealth and Motor Trend, a Source Interlink Media brand. Chevrolet via its media partnership with Motor Trend leveraged the Zumobi Brand Integration (ZBi) platform to create and deliver a six-part integrated mobile experience that dominated IAB’s Standard Mobile Rich Media Display category.
“We’re thrilled to be recognized by the IAB for outstanding innovation in the mobile advertising space,” said Ken Willner, CEO of Zumobi. “This award underscores the importance of providing unique, beyond the banner solutions to brand marketers and highlights the growing trend of “brand as publisher” in mobile media.”
For the “Chevrolet Technology Series” campaign, Zumobi utilized its ZBi platform in partnership with Motor Trend and Commonwealth to translate the special print editorial collection to the mobile environment, enabling a unique branded content execution that ran across Motor Trend’s iOS and Android reader apps. The ZBi platform was used to fuel an elegant solution for Chevrolet and the campaign achieved phenomenal success, resulting in an unprecedented 37% engagement rate, showcasing the fact that more than one-third of people interacted with the native mobile advertisement.
Eric Schwab, EVP Sales and Marketing, Group Publisher at Source Interlink added, “Our partnership with Zumobi to deliver rich mobile experiences for our clients across the Motor Trend native app platforms continues to produce excellent results. We commend the team on this well-deserved recognition from the industry.”
The immersive app-within-an-app experience powered by ZBi began by presenting users with a Chevrolet branded loading screen and a rich media ZBi expandable Paso Doble banner that provided a gateway to exclusive editorial content with a dashboard-like landing site within the app. Featuring custom content modules for each of the six experiences, in-app navigation allowed people to read long-form content that had already been unlocked. Users were encouraged to revisit the app at a later date once new articles were made available.
Statistical highlights of the Chevrolet Technology Series ZBi mobile campaign include:
- 37% overall mobile engagement rate, meaning that more than one-third of people interacted with the Chevrolet ZBi campaign
- Click-Through Rates (CTR) as high as 11.2% for the ZBi expandable Paso Doble ad units
- 6.8% of users saved the integrated content experience to their home screen via the ZBi Footprint feature, creating a leave-behind app on their mobile device
- People spent as high as 6.4 minutes interacting with the Chevrolet ZBi ads
The IAB MIXX awards recognize top brands, agencies and technology providers globally that demonstrate unmatched creativity and campaign execution. The International IAB MIXX Awards celebrates the art and science of interactive advertising by honoring the world’s most successful campaigns. Every year, luminaries from across the industry identify the creative work that brings big ideas to life in across different formats and disciplines.
For more information about these award-winning campaigns, visit http://www.zumobi.com/adlab.
Zumobi is a leading mobile media company that partners with top media brands to publish applications and provide integrated advertising experiences on next-generation smartphones and connected devices. Zumobi’s portfolio of applications comprise The Zumobi Network, a premium mobile app network that offers brand advertisers a high-quality, transparent and brand safe environment to showcase their brands and engage with their audiences. Through Zumobi’s Brand Integration (ZBi) rich media ad platform, the company enables leading advertisers to truly connect with consumers in a way that is highly immersive yet organic to the app experience. To learn more, visit www.zumobi.com or follow Zumobi on Twitter @Zumobi.
About Motor Trend
Motor Trend, a publication of Source Interlink Media, LLC, was founded in 1949 and has a circulation of 1.1 million and a total readership of 7 million. Internationally recognized as one of the leading brands in automotive publishing, other platforms such as MotorTrend.com attracts more than 5.5 million unique visitors per month and its YouTube channel averages more than 1 million views a week. Motor Trend’s social media presence spans 1.1 million followers across Facebook, Twitter, Instagram, Pinterest and Google Plus.
Andrea Bruch, Zumobi | Andrea.Bruch@Zumobi.com | 206.515.7690