We needed to reinforce the preference of loyalists who are driven by the quality, reliability, and yield of HP ink and give approachable switchers a compelling reason to be confident in choosing Original HP ink.
We created a highly targeted mobile ad served on Apple's iAd platform inviting users to "Net More Pages with Original HP Ink." The game mechanic leveraged the gesture controls built into the iPhone which made playing the game highly addictive and fun. We also used the geo-data of the phone to locate the nearest retail partner plotted on our map.
The "Net More Pages with Original HP Ink" was picked up in Apple's prestigious iAd gallery and Google's Mobile handbook.