Dive Brief:
- California startup Freeway has discovered through its gaming platform that inspiring mobile ad engagement starts with giving away free stuff.
- Freeway is a mobile gaming app that allows users to interact with ads in return for an entry to win the advertisers' products.
- The app reached one million plays within the first month after launch, and ad partners are seeing higher sales conversion rates compared to mobile displays they are also running.
Dive Insight:
It's not really a secret that people love free stuff, but offering up a chance to win something free can be really enticing for many users — especially if the investment is just spending some time using an app. However, if Freeway decides to scale the technology beyond its own platform, that could be a complicated endeavor.
