"Mobile Advertising Done Right!"

I was sitting at LAX bored out of my mind waiting for a flight home and noticed a BMW X6 billboard. I stared at it for awhile being that I'm a big fan of their vehicles.

Finally I noticed at the bottom of the board a SMS code to get information on the car sent to my mobile phone.

After texting the code, I got a message that said: "Thanks for your interest in the all-new BMW X6! Visit www.bmwusa.com/allnewx6/mobile with your phone. Reply to bmwusa for help. Std rates apply."

When I clicked through, my phone browser launched one of the coolest, interactive sales kits I'd ever seen complete with slideshows, video and complete details on design with bold high-definition images of the vehicle.

The menu was a complete sales kit with some fun options. It even had a 'dealer locator' link on the bottom.

The content was rich, the experience was cool and it killed my time by engaging me while I waited for my flight.

So it gets me thinking, in places where we know that people have long waiting times...airports, commuting on trains/subways or mundane places like the Post Office or DMV, we should consider bold mobile advertising.

While people are idle waiting for something...give them something to engage in. Create mobile advertising that offers an instant incentive or has stimulating video or graphics.

It's true the mobile advertising is created for 'on the go' living. But 'on the go' also means that we're 'in motion'.

BMW did something interesting....they used part of their airport billboards to integrate a mobile campaign...maybe they just knew that people would have alittle more time to check it out.