Using Tapestry Mobile Ads to Tell Your Brand Story

Banner ads are SO 1994…right? Although we’ve seen a resurgence of 90’s trends in fashion (hello flannel shirts and mom jeans), we all know digital marketing won’t be headed that way any time soon. Brands are continuing to look for ways to differentiate themselves from their competition and tell emotionally connecting stories in the marketplace. For 2015, we will see mobile take precedence for marketers as larger phones begin to cause a shift from usage as a second screen to first screen for many users.

Brands will push to engage many times via mobile (rather than sell just once).

- via 15 mobile trends to watch @ Mashable

What does that mean? You’re going to need a more engaging way to tell your brand story. That’s where Tapestry comes in. They are”…a new kind of media. Tapestry helps you craft a beautiful and unique brand story using a mashup of rich content including images, GIFs, progressive disclosure and a touch of playful magic.”

These mobile ad units work by allowing the user to control the flow of your story by tapping to advance. They can tap as quickly or as slowly (reminded by the blinking button) as they like. Tapestry claims that this results in unprecedented engagement with “54% of users completing Tapestry ads and spending 3 minutes and 8 seconds with the ad unit (compared to 20 seconds with a video ad).”

According to Tapestry: “Our mission is to make mobile advertising what it should be, immersive and exciting. Mobile advertising shouldn’t be a passive experience still married to print, mobile advertising should lean into the gestures of a mobile device. We see a future where users engage with mobile ads in a meaningful way, where ads can be fulfilling experiences. We’re on a mission to create mobile advertising so compelling you don’t want to close out of it, you prefer to stay.”

With clients like GE, Fox Searchlight, Dove and Gucci under their belt, Tapestry can build a range of content from social media to long form. Best of all, if brands don’t have resources or time to shoot exclusively for a this type mobile unit  Tapestry’s designers can work with existing content to create a little bit of magic.

Here is an example of a holiday ad created for Gucci. Combining an array of animated gifs and stills to create an intriguing story, the brand successfully delivers an experience you’ll want to follow through to the end.

You can also view full functioning Tapestry ads from a variety of industries on their website. 

Tapestry Mobile Ads: Gucci, Special Delivery

 

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Animated Gif example

Tapestry Gucci Ad

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Animated Gif example

Tapestry Ad Guccigucci-tapestry1

gucci-tapestry_0014_Screen Shot 2015-01-28 at 12.33.44 AM

Animated Gif example

Tapestry Gucci Ad

gucci-tapestry_0013_Screen Shot 2015-01-28 at 12.34.00 AM gucci-tapestry_0012_Screen Shot 2015-01-28 at 12.34.08 AM gucci-tapestry_0011_Screen Shot 2015-01-28 at 12.34.15 AM gucci-tapestry_0010_Screen Shot 2015-01-28 at 12.34.21 AM gucci-tapestry_0009_Screen Shot 2015-01-28 at 12.34.28 AM gucci-tapestry_0008_Screen Shot 2015-01-28 at 12.34.33 AM gucci-tapestry_0007_Screen Shot 2015-01-28 at 12.34.40 AM gucci-tapestry_0006_Screen Shot 2015-01-28 at 12.34.47 AM

gucci-tapestry_0004_Screen Shot 2015-01-28 at 12.35.07 AM

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Animated Gif example

Tapestry Ad Gucci

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view entire interactive ad on Tapestry website

 

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