Third Screen Media, the leading provider of mobile advertising software and services, today announced that actor and romance novel cover model Fabio has officially hit the third screen thanks to a mobile advertising campaign launched by Unilever’s I Can’t Believe It’s Not Butter!® brand on November 9. With the assistance of Mindshare Interaction, Unilever launched the I Can’t Believe It’s Not Butter!® campaign on Third Screen Media’s TSM|Network to reach the brand’s target audience on mobile handsets across the US.
The I Can’t Believe It’s Not Butter!® mobile initiative features a WAP site that closely mirrors the brand’s Kitchen of Love online counterpart, featuring Fabio. The site enables users to download video content, send Fabio-grams to friends and view recipes provided by Unilever.
“The mobile environment we created for the brand not only enables consumers to interact with our brand in new and exciting ways, but also allows users to learn about the brand on their own time and importantly, at their own discretion” said Ryu Yokoi, Unilever Associate Brand Manager.
In addition to marking the inaugural consumer packaged goods (CPG) brand on the TSM|Network, the campaign marks the most significant foray into mobile advertising for Unilever, one of the largest consumer brand companies in the world. Third Screen Media and its TSM|Network—totaling more than 130 million unique monthly impressions—has welcomed numerous brands to the mobile advertising platform as firsts in their respective industries, including CIBA AG for pharmaceuticals, Lexus for automotive, and American Express for financial services, among many others.
