Liberty Mutual ads set for Time's iPad edition
The Liberty Mutual ads will debut in the April 12 issue of Time's first iPad edition and will be viewable as readers flip through the online magazine, similar to a print experience, Liberty Mutual said in a press release.
Ads will include product information as well as entertaining content from the Responsibility Project, an ongoing marketing campaign for Liberty Mutual developed by the Boston ad agency Hill Holliday.
"As one of the first advertisers to be included in the iPad version of Time, we saw this as an opportunity to use our business building advertising to demonstrate our commitment to creating a more meaningful relationship with our customers through cutting-edge technology and entertaining content," Paul Alexander, Liberty Mutual's senior vice president of communications, said in a statement. "The iPad advertisements allowed us to combine online, print, and broadcast into one interactive, digital experience that literally jumps off the page."
For example, consumers who read Time on an iPad will see a Libery Mutual ad on a page of the magazine much as they would as if reading the print edition. But here's the difference. If an iPad user touches the Liberty Mutual ad with a fingertip, he or she will automatically activate a 30-second video that is a modified version of a Liberty Mutual TV ad, Alexander said.
To read a recent Globe story about the Liberty Mutual ad campaign, please click here.