Samsung is getting creative with its advertising for the new 4-Door Sparkling Water Refrigerator by placing a rich media ad within mobile applications such as Scramble with Friends.

The ad pops up with a close-up of the water system in the fridge and asks consumers to drag a cup to the spout to fill it up. Once consumers follow this direction, they can explore the refrigerator and learn more about the product.

?Samsung is an innovative and technology-savvy company as is proven by quality and success of their products time and time again,? said Harry Kargman, CEO of Kargo, New York.

?In this case, developing a mobile rich media strategy creates an opportunity for their prospective customer to interact with and better understand the amazing features of their new products, in this case the Samsung refrigerator line,? he said.

?Rich media allows a brand to tell a story and Samsung leverages that story to drive desire to own. The personal nature of the phone creates a new opportunity to connect with a customer on an intimate level.?

Mr. Kargman is not affiliated with Samsung. He commented based on his expertise on the subject.

Samsung could not meet press deadline.

Still or sparkling?
Samsung?s new refrigerator is being marketed partly for its water system. The refrigerator offers both still and sparkling water.

Consumers can user their fingers to drag a glass under the water spout to fill it up within the mobile ad.

At the bottom of the screen, there is copy that reads, ?Still or sparkling??, and once the consumer drags the glass to the spout, it begins to fill up with sparkling water.

Then the consumer is directed to a full view of the refrigerator with copy at the top of the screen that reads, ?Can your fridge do that?? and a button that says ?Learn more.?

If the consumer taps the learn more button, he or she will be directed to a mobile site with product information about the refrigerator and the option to purchase.

In addition to the learn more button, there are three plus signs on the fridge that lead to more pages.

One leads to a promotional video about the new refrigerator. The other two lead to close-up images of different parts of the fridge.

The first shows the main storage area of the fridge, which according to the copy stores up to 31 bags of groceries. The second shows the customizable FlexZone Drawer which is at the bottom of the fridge.

Consumers who click on "Learn More" are directed to this mobile site

Rich media
Samsung is not the only company to experiment with mobile rich media ads recently.

Ocean Spray ran a rich media ad within Us Magazine?s mobile site to promote the company?s diet drink. The ad asked users to wipe the screen to clear the juice (see story).

This particular campaign met with much success and had over 40 million impressions with users spending an average of 12.7 seconds within the ad (see story).

Making advertisements more interactive and engaging invites consumers to spend more time with the ad, leading to a more lasting impression.

?Mobile is the most exciting growth story today,? Mr. Kargman said.

?An eMarketer study just came out that the average U.S. adult will spend more than five hours each day online, almost half of that on mobile activities, while daily TV viewing will drop slightly to an average of four hours and 31 minutes,? he said.

?Samsung recognizes this incredible shift in time spent and consumer engagement and has empowered their agency and media teams to drive brand awareness where their consumer is spending their time.?

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York