Liberty Mutual Mobile Campaign Uses Apple's iAd Platform, Incorporates Twitter

Boston-based Liberty Mutual has launched a mobile marketing campaign using Apple's iAd platform. The company says that the campaign is the first on iAd to incorporate Twitter as well.

IAd incorporates ads into third-party iPhone, iPod Touch and iPad apps. Once the Liberty Mutual iAd is tapped, users can view portions of its "Anthem" TV ad, or view interactive components that are part of the company's larger "Responsibility Project" campaign. Users can take a short survey sharing whether they have or haven't performed certain responsible acts, and find out how other iAd users responded. Pre-populated Twitter updates can be posted from the ad as well.

“The iAd represents the future of mobile advertising and provides yet another platform in which we’re able to initiate a dialogue about responsibility and hopefully encourage others to participate,” Paul Alexander, SVP of communications for Liberty Mutual Group, says in a statement. “iAd delivers highly engaged users, the perfect audience for this campaign’s message of positive action and personal responsibility.”

Nathan Golia is senior editor of Insurance & Technology. He joined the publication in 2010 as associate editor and covers all aspects of the nexus between insurance and information technology, including mobility, distribution, core systems, customer interaction, and risk ... View Full Bio