Celtra Inc., a provider of media advertising and analytics across mobile devices, has announced the availability of Rich Media Post for Facebook, which is designed primarily for mobile platforms and HTML5 browsers, but works across all screens.

Rich Media Post gives brands the ability to create branded content on their Facebook pages that their fans can engage with and share with friends. Dunkin' Donuts is among the brands participating in the launch.

Other initial brands include Angry Birds, AT&T, Macy's, Mars Chocolate North America and Paramount Pictures.

Nearly half of Facebook's 845 million monthly users are logging in to the social network via mobile devices. Facebook believes that its next 1 billion users will access the service mainly from mobile devices.

Celtra Rich Media Post was developed to give brands more options for engaging with their mobile audience beyond just "liking," sharing or commenting.

Using Celtra's AdCreator platform, brands can quickly build rich media experiences and publish them on their Facebook pages. The HTML5 rich media units are tailored for Facebook's mobile audience and take advantage of the unique capabilities of smartphones and tablets such as touch, gyroscopic features and location-awareness.

When fans tap the post within their News Feed, they immediately start interacting with an immersive full-screen experience, which leverages the user's Social Graph and generates personalized visual branded content that can easily be shared with their friends. Friends can seamlessly jump into the brand experience themselves by tapping on the generated content seen in their News Feed.

Brands can also monitor how well their fans are engaging with the unit in real-time using Celtra's AdCreator Analytics.

Dunkin' Donuts' example

Facebook recently announced changes to the layout and functions of its Facebook Pages, which redefined the use of Custom Tabs for branding and promotional purposes. Celtra Rich Media Post offers a solution for brands to engage their fans through visually distinctive, innovative and unique experiences that are not possible through basic Facebook communication channels.

For example, Dunkin' Donuts' Facebook page is filled with fan posts of users who consistently share their favorite Dunkin' Donuts beverage, including flavors and add-ins. With Rich Media Post, Dunkin' Donuts fans will be able to share what's keeping them running by "building" their own drink in an interactive 3D environment.

The fan can select their coffee variety and watch it pour into the cup while their phone vibrates as if the cup were actually filling. After their coffee is poured into the cup, the fan can then select their preferred dairy and sweetener options. After creating their beverage, the fan can share it with their friends by posting it to their Facebook wall.

Rich Media Post launch partners include BBDO, Digitas, GroupM, Hill Holliday, Joule and MEC.

"Celtra's AdCreator platform leverages Facebook's immense mobile audience -- nearly half of the site's monthly users log in via mobile-to create more meaningful brand engagement and interaction," said Michael Collins, CEO of Joule. "These rich media posts will allow our clients to better reach consumers on the go and give them an entirely unique brand experience."

Read more about social and mobile initiatives.

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