ABSTRACT
This chapter focuses on the way that advertising agencies like Saatchi & Saatchi have sought through forms of content marketing to create images and interactions that demonstrate the social and cultural possibilities of mobile media. Saatchi & Saatchi's focus on social media illustrates how a major advertising agency has accounted for the new strategic imperatives of ubiquity, mobility and interactivity on behalf of the mobile industry. More broadly, mobile and smartphone technology would become central to online advertising, mobile devices presenting new possibilities for communicating with targeted consumers in real time and within specific locations. This chapter argues that Life's for Sharing is revealing of industrial, textual and cultural transitions in the move towards mobile social media in the first decades of the twenty-first century. With phones reconceived in late 2000s as personal computers able to send and receive digital text, image and audio files, mobile communication was increasingly figured as a source of connectivity, creativity and communal participation.
