The Coca-Cola Co. is working with Google?s AdMob to add a mobile component to the soft-drink giant?s holiday campaign.

Coca-Cola produced a live wallpaper celebrating the holiday season based on its annual holiday television commercial. Live wallpapers are animated home screen backgrounds that respond to both touch and phone movement, and can also react to the time of day and a device?s geographic location. 

"We brought our new Coca-Cola new holiday commercial to life on mobile," said Susan Stribling, a spokeswoman at Coca-Cola, Atlanta. "Not only does the auto-play interactive video ad feature the TV commercial, but the live wallpaper itself is inspired by it as well, and contains many of the same visual elements.

"After installing the live wallpaper, a mobile user can tilt their phone to move characters around on their screens, and shake their devices to make it snow, just like Santa does," she said.

 Mediavest is Coca-Cola's agency and worked with Google's AdMob for this promotion.

Annual holiday commercial
The Coca-Cola annual holiday commercial features Santa in his workshop, surrounded by snow globes displaying various winter cityscapes.

Santa brings holiday cheer to the characters in the snow globe by tilting the globes to bring together couples and families under a snowy winter sky. 

Here is the commercial:

/>"Auto-play interactive video ads combine the sight, sound and motion of video with the interactivity and any time, any place audience of mobile," said Aaron Stein, a New York-based spokesman for Google. 

"Coca-Cola always creates unique and memorable video for their holiday commercials and extending that media to mobile allows them to reach an even broader audience," he said. "Mobile advertising is proven as an effective channel for driving a brand message and using auto-play ad formats enables advertisers to really catch people's attention."

Into the snow globe
Coca-Cola?s live wallpaper takes the user into this snow globe experience.

Consumers can visit scenes from the video and tilt their phone to move the characters, just like Santa.

Shaking the phone twirls the snow around, turning an Android phone into the snow globe Santa interacts with in the holiday commercial.

The experience is interactive and fun for the customer, while also providing a powerful branding opportunity and bridging marketing efforts across different channels.

Advertisers have the chance to be the first thing a user sees when unlocking their phone or exiting from a mobile application.

The video below shows how users can download the Coke wallpaper from an auto-play interactive video ad on the AdMob network.

AdMob first
This is the first time the AdMob team has worked with an advertiser on creating this type of mobile experience.

Coca-Cola will be promoting its live wallpaper experience through a mobile display advertising campaign on the AdMob network.

AdMob allows advertisers to target Android users as they use applications and browse the mobile Web from their phone.

By sending users directly to the Android Market, Coca-Cola maximizes its live wallpaper conversion rate.

This reach ensures that the most people possible will be able to enjoy the wallpaper throughout the holiday season.

"The Coca-Cola holiday campaign brought a television commercial to life on mobile," Mr. Stein said. "Not only does the auto-play interactive video ad feature the TV commercial, but the live wallpaper itself is inspired by it as well, and contains many of the same visual elements.

"After installing the live wallpaper, a mobile user can tilt their phone to move characters around on their screens, and shake their devices to make it snow, just like Santa does," he said.