Estee Lauder Companies Inc. created an interactive ad for Apple?s iPhone and iPod touch to promote its new Perfectionist [CP+] anti-wrinkle cream.

The cosmetics giant tapped Crisp Wireless to create the mobile ad unit, which lets consumers play a game of erasing wrinkle lines directly within the ad. The "Erase the Wrinkles" campaign ran on mobile entertainment and personalization destination Myxer in a top banner position on its mobile site.

?There are several challenges Myxer and Crisp together solve for advertisers [such as Estee Lauder],? said Jason Ludy, director of sales services at Myxer, Deerfield Beach, FL. ?One is providing an alternative way to bring users a rich brand experience without the need to develop and distribute a native app.

?Things like game play, social integration, video, store locators and mobile content delivery can all be delivered within a rich media ad unit and integrated with a brand?s mobile Web destination,? he said.

Estée Lauder is a U.S. manufacturer and marketer of skin care, cosmetics, perfume and hair care products.

Crisp Wireless powers mobile rich media advertising for publishers and brands.

Myxer offers free and paid ringtones, wallpapers, videos and other mobile content.

Erase the Wrinkles on the iPhone
While the Estee Lauder campaign specifically targeted Apple users, Myxer and Crisp Wireless are platform-agnostic.

?Another challenge solved by Myxer and Crisp is how to reach a cross-platform audience with rich functionality,? Mr. Ludy said.

?Since Myxer and Crisp offer solutions across all major smartphone platforms and base their solutions on open standards like HTML5 and JavaScript, a brand is not limited to targeting only a specific handset class, such as the iPhone, with their ads,? he said.

?Finally, brands that want to run integrated rich media campaigns across both Web and mobile can utilize Myxer and Crisp together to target users across both mediums, since Myxer?s audience spans both the Web and mobile Web, generating over 1 billion monthly ad impressions altogether.?

Myxer's media-hungry audience matches well with the interactive nature of the ad, which was measured using engagement metrics, including the number of expansions and interactions.

The ad consisted of expandable banners and a full-screen tap-to-play virtual scratch-off game.

The banner ad carries the calls-to-action ?Erase Wrinkles Instantly? and ?Play the Game Now.?

When a user taps on the banner, a full-screen Estee Lauder landing page launches with a picture of the new Perfectionist [CP+] ?Targeted Deep Wrinkle Killer? product.

At the bottom of the page, there is the call-to-action: ?Find it at a store near you! Enter your address or ZIP code below. Find it now.?

The landing page also contains the following instructions: ?Rotate your iPhone to erase lines with the Wrinkle Filler Pen.?

Here is a screen grab:

Those who click on that icon can play the game, with another picture of the product and the tagline ?New Perfectionist [CP+] erases the look of deep wrinkles on contact? to the side.

Once they are finished playing, users are given the option to ?Shop Now? or ?Play Again.?

Here is another screen grab:

?As a leading mobile Web destination, Myxer needs to provide its advertising customers with the ability to take full advantage of the interactivity and rich user experience on today?s high-end mobile devices,? Mr. Ludy said.

?This includes engaging high-quality video, touchscreen functionality and location-awareness,? he said.

?Crisp?s suite of rich media units, including its new Adhesion unit, allows Myxer?s mobile advertisers to receive maximum brand engagement and ROI on their mobile ad budgets.?