Interactive Advertising Campaigns

Enhancing The Advertising Experience With Interactivity

Guerrilla marketing has been hailed as the king of quirky advertising for years but, like everything else, it will eventually lose effectiveness and be replaced by the next big thing. The next "big thing" could be interactive advertising campaigns. To get a message across to consumers, marketers must stimulate the receivers’ brain. Interactive campaigns do this, as well as enticing consumers, which is why they are so important. Interactive ads create a buzz and get people talking because many of them end up going viral. The campaigns leave people with a close connection to the brand; this in turn creates a loyal following. The five campaigns featured below are a few examples of brilliant interactive adverts. 

Fitness First:

Health club chain Fitness First released this terrifying campaign in the Netherlands. Unsuspecting commuters were faced with viewing their weight when they took a seat at the converted bench/scale. Scary to say the least, but extraordinarily clever in my opinion. But what do you think? Cheeky? Helpful? Or just totally inappropriate?

Amnesty International:

Here, Amnesty International use eyeball tracking software to drive home the message of their campaign - "It happens when no one is watching". When no one is looking the ad shows a man abusing his wife. Then, when someone looks at the ad, it waits a few seconds for the message to sink in before the couple stop fighting and look normal again. To me, it is a fantastically effective concept and a brilliant use of the technology to convey a particular message. 

Nikon:

Nikon used this billboard to promote its new D700 model in Korea. Passersby in a busy Seoul subway station automatically triggered a deluge of flashing camera lights as they followed the red carpet all the way out of the station and into a mall - directly into a store where they could purchase the new model.

Nike:

Nike created this unique interactive billboard as a charity advertisement. The billboard invited passersby in Argentina to have a run on the treadmill. For each kilometer run, Nike would donate a set amount to UNICEF. 

Adobe CS3:

Adobe launched this interactive billboard in NYC to promote the release of their new creative suite. Pedestrians walking by were picked up with infrared sensors and were then able to control a projected slider on the bottom of the wall.  Check out the video here to see what happened next.