I Can’t Believe It’s Not Butter, producers Unilever have dropped the ball on their latest mobile ad campaign. Although the concept and creative were perfect, the execution fell short of the mark.

Marlon Rodrigue, director of alliances at Polar Mobile, Toronto identified the problems that Unilever and other major brands are failing to addressing when launching mobile web campaigns.

“It is extremely important for brands to consider what web presence they send end users to on their mobile device, the minority of brands actually produce a usable, let alone great, experience,” he said.

“The simple truth is that if brands don’t give their mobile users a simple way to engage, the whole value of driving the user to the page is lost, likely causing their campaign to under-perform.

Read more at Mobile Marketer.