Live wallpapers go further than a static image, responding to user input and phone movement, also reacting to the time and device’s location. The Coca Cola wallpaper will take Android users into a snow-globe featured in the advert, visiting scenes from the video but also allowing users to move the characters.
The partnership is Google’s attempt at developing a similar service to Apple’s iAd network, giving advertisers the opportunity to boost their brand by showing branded content when a user unlocks their phone or exits an app.
Coca Cola will promote the live wallpaper via a mobile campaign on the AdMob network, sending users directly to the Android Market in an attempt to increase the amount of downloads the wallpaper package receives.
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