Kruger emphasized that you don’t necessarily have to reinvent the wheel to launch content on a tablet. He pointed out that Buick, working with Digitas, relaunched its Moment of Truth campaign
from last year in an HTML5 tablet-friendly format, repurposing content from the original effort.
That includes video, blogs, and catalog information on all Buick models. Social media content
was constantly fed in to help keep content fresh. More than 70% of views wound up coming through tablets. It also reused content in updating the Human Highlight Reel mobile site it created with the
NCAA. “You just have to make sure you’re delivering the kind of content a tablet user will enjoy,” said Kruger. You can't market on a tablet just to "check the box" on a new
format.