Coca-Cola is running a banner ad via Hallmark?s Ultimate Holiday iPhone application, but rather than taking users to a mobile-optimized landing page, they get redirected to a Flash-based Web site.

Coca-Cola is the exclusive sponsor for the application. The company is offering users a chance to win a Playstation prize, but iPhone users do not get a very good experience.

?Having a mobile-optimized landing page is critical if you?re trying to conduct business via the mobile device,? said Marci Troutman, founder of Siteminis, Atlanta.

?Even if the page is a static landing page with general information or as much as a coupon or call to action, it?s better to link the customers to something that works on their phone, certainly in the example of an iPhone app banner leading to a Flash non-mobilized site, is a problem, since the operating system doesn?t read flash,? she said.

?Treating a customer on the mobile device is no different than how you would treat them in a store or on your ecommerce site ? don?t disappoint customers once they have engaged with you, it?s a reflection on your brand.?

Ms. Troutman did not work on the Hallmark iPhone application and was not involved in the Coca-Cola campaign. She is simply a third-party source based on her expertise in the mobile space.

Mobile problems
The Coca-Cola banner within the Hallmark application reads "?Tis the season for giving open happiness.?

When users click on the banner they are redirected to a Flash-based PC Web site

The screen presents a blank page that is not mobile-optimized.

On the top right-hand side it reads ?Having trouble viewing this? Click here.

When users click there, they are then redirected to another page ? also not mobile-optimized where they can learn more about the promotion that Coca-Cola is running.

Holiday app
The Ultimate Holiday application is a guide and gift book application that lets users make a gift list, browse holiday specials, dress their photos with festive holiday flair and browse the Hallmark Channel Schedule.

The application is available for free download in the App Store.

?We set out to create a mobile experience that delivers on Hallmark Channel's mission statement, to help people celebrate life's special moments everyday,? said Chad Harris, senior vice president of integrated marketing and new media at Hallmark, New York.

?We want to provide our audience with an app that is fun, practical, social and seamlessly aligned with our commitment to holiday programming during Christmas in addition to ALL the major holidays throughout the year,? he said.

?The app provides a great opportunity for Coca-Cola and other advertisers with targeted holiday/seasonal initiatives, to align themselves with the Hallmark Channel brand and speak to our audience throughout the year. Our 360-degree solution couples the app with our on-air and online holiday opportunities year round.?

Final take
A Parody of the infamous iPhone commercial to show that Flash doesn't work on the iPhone.
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