The mobile panel at OMMA Global including a warning against lovin' and leavin' your target consumers, especially with mobile advertising campaigns that involve a lot of interaction with the individual
consumer. What seems like a limited, transient ad campaign to you may be perceived as something more serious and lasting by the consumer. As an example, one panelist recalled a
mobile campaign on behalf of an unnamed brand in which kids got messages from well-known sports figures. When the campaign ended, the agency continued getting plaintive messages
from kids who participated, wondering why they weren’t getting messages from their famous friends anymore. Aww, sad!  Kids are dumb! Seriously,
obviously they should know better -- but since they don’t (and neither do many adults, for that matter) mobile advertisers have to tread carefully or risk
damaging the brand they’re trying to promote.
