Setting out to promote its new Perfectionist [CP+] wrinkle filler, Estee Lauder worked with Crisp Wireless to create an interactive ad for the iPhone that allows users to play a game of erasing wrinkle lines directly within the ad. The campaign ran on Myxer, the leading mobile entertainment and personalization destination. Myxer's media-hungry audience matches well with the interactive nature of the ad, which was measured using engagement metrics, including expansions and interactions.

The campaign consisted of a top position banner than expanded to full screen.  When rotated, consumers could tap-to-play the game.  By rubbing their finger over the screen, viewers erased brow lines.  A demonstration can be seen in the following video: 

Estee Lauder Erase the Wrinkles Campaign from Crisp Wireless on Vimeo.