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Not OTT or anything like that but a creative use of everyday mobile capabilities - maybe a similar effort can be rolled out for a client's campaign.

"Publishers seem to have no end to their appetite for apps. This year through October, 9,125 publication-related apps were released for the iPad, twice the number released in the year-ago period, according to McPheters & Co.'s iMonitor app-tracking service. Hearst led publishers with the most number of apps (89), followed by Time Warner, Condé Nast, Future Media and Bonnier Corp. But as publishers expand to more and more platforms, they're pulling back on the number of costly and time-consuming enhancements, as are advertisers. That's unfortunate, since not only readers are more likely to read enhanced ads, they mean more money in publishers' coffers."

"EA's "freemium" game for iPhone and iPad that has users building their own Springfields with characters and tasks closely tied into the show, attracted 6.93 million players in October for its "Treehouse of Horror" update, according to EA. That's more than the 6.57 million U.S. viewers who watched the "Treehouse of Horror" episode on TV."

Cool, new way to wait for a table instead of a buzzer or phone call. 

Shopster that uses the geo-location services in the iPhone (or iPad or iPod touch) to not only keep track of where you frequently buy your groceries, but what you buy at which store. Then it can notify you when you're near those locations and what you might possibly need to run in and grab.

Hmm unconventional.

"According to their writeup, Disney has partnered with a company called Jaxx to create a line of toys that can be recognized by phone or tablet apps, then trigger animations based on Disney's movies or other properties. In the example seen by Reuters, pointing an iPad camera at a set of Little Mermaid-branded bongo drums will cause the crab Sebastian to come on-screen and perform a song by "playing" them. Specific animations could also be used to sell the products in stores, like an animated Tinkerbell who flies out of her box when shoppers look at her with a smartphone camera."

Fitness/health is still a huge societal trend. Maybe VZW can tap into this or co-sponsor a similar app? Or focus on in-app placements in such apps.

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