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Months have passed since Facebook shared their immersive mobile ad vision with the world. As of this week, the first round of testing has officially launched.

Gatorade, Michael Kors, and Mr. Porter are among the limited (and lucky) brands selected to test out this new immersive mobile advertising format.

When scrolling through the News Feed, these ads maintain their traditional sponsored ad look, but once tapped, ads expand to full screen within the Facebook app. The user becomes completely immersed in an interactive window filled with images, text, photos, and videos of a brand’s choosing.

Gatorade utilized the new ad format to tell a story, showcasing a recent mural consisting of 21 unique art pieces in celebration of Serena Williams’ 21 championships.

 

Screen Shot 2015-09-09 at 11.48.43 AM

The immersive mobile ads do not take the place of a website landing page. They are designed to provide the user with a SparkNotes version of a company’s website, available products, and overall brand identity, at a much faster load time. This concept mimics Facebook’s Instant Article format, except instead of journalistic content, a comprehensive, interactive ad will take its place.

For now, the ads are solely visible on Facebook’s iPad and iPhone app.

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