2 great examples of consumer activation via mobile apps

This week we came across 2 inspiring activation campaigns via mobile apps.

The first one is the ‘Baby campaign’ by Durex, a mobile application for iPhone via which you can experience what it’s like to have a real baby 🙂

The second one is made for Axa, a Belgian insurance company, experimenting with the possibilities of i-Ads. Have a look:

Both campaigns show the possibilities of consumer activation, going beyond traditional advertising in a very creative way.

What is your opinion? Do you have other good examples?