Designed for humans. Inspired by nature. Built by Yahoo!’s Ad Tech India team to create a “galactic” interactive pop-up-and-play experience on the Yahoo! IN homepage.
To herald the landing of its Galaxy S III smartphone, Samsung teamed up with Yahoo! India to create a rich media execution on the IN homepage that is so interactive, it allows the user to send out mails and messages through the phone within the ad.
To pull this off, Yahoo!’s Mumbai-based Ad Tech India team harnessed a full slate of Flash-built SWF (ShockWave Flash) files. The 1280x1024 non-clickable rich gutters frame the page with the Samsung branding. A 750x325 floating unit, rendered transparent to give the illusion of a floating Galaxy, auto-floats the first time the user arrives for the maxium-allowed eight seconds. This auto trigger is frequency-capped at once per day per user.
If you think it might be tricky to create a real mail client within a display ad, you’d be right. The Ad Tech India team had to negotiate several hurdles related to the ActionScript (AS), a common programming language for Flash. Even when they got the mails to fire, no sent confirmations were appearing on the phone’s screen.
Undeterred, the team wrestled with AS until everything worked. So feel free to drag the video pane out of the way to start sending. The video, meantime, will continue showing Samsung TV spots fed into the ad as Flash NetStream objects.
Regardless of whether the ad is expanded or not, you’ll always find a hyperlinked “explore” button to rocket you to the Galaxy site.
The Galaxy S III ad takes the concept of inviting the user to engage and takes it to a whole new astronomical level.
Click here to pop up and play.
--Thomas T. Lady