Interactive Advertising Magazine

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I n t e r a c t i v e A d v e r t i s i n g Explore Interactions where why how when what who By: Alison Jewell Kieley

description

I made this magazine for fun out of a position paper that I wrote for J410: New Venture Champions. It explains some of the different ways to use interactive advertising, as well as the benefits of interactive advertising for brand attitudes and awareness. I am a strong believer in the power of interactive advertising and this magazine illustrates that.

Transcript of Interactive Advertising Magazine

Page 1: Interactive Advertising Magazine

Interacti

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Explore Interactionswhere

why

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By: Aliso

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Interactive advertising creates a brand experience by inviting the

consumer to be part of the story. This is constantly evolving due to new medias and is achieved by thinking outside the box to include any means possible. Ad-vertisements must create a story for the consumer to emotionally connect with; this is the founda-tion for the Brand experience. Interactive advertising takes the brand experience several steps further to include the consumer in the story through relevant games, products, inside jokes, social net-works, and applications generally in support of a larger advertising campaign.

What is Interactive Advertising?

(Right) These oversized slot machines projected on an airport wall display TravelZoo deals in real time.They attracted attention from potential consumers and several media outlets.

When was it discovered?

Interactive advertising is not a new trend by any means.

However, with new technologies it is just now launching to include endless possibilities of involving the consumer. This trend is so big now that entire agencies are switching gears from traditional to Interactive. Some are jumping on the wagon whole-heartedly and others are just scratching the surface and calling themselves interactive1.

Red Interactive is a perfect example of an agency that

has whole-heartedly jumped on the wagon of interactivity. Not only have they made fabulous interactive campaigns, but they have also made their site a very cool place to interact with people from all over the world. You enter the site to find that you are a character in a forest. You can choose who you want to be from a number of different characters and chat with other passersbys that you find in the forest. All of this is done while you peruse the website and flip through their su-perb portfolio at your own leisure. I personally know this website works because while I killed a good hour chatting with a girl from northern Iraq.

Who is commiting?

Red Interactive: Commiting to Interactivity Above is a screen shot of the scenery on the website for Red Interactive. This shows different characters talking to each other about whatever they disire. Users are able to create different characters while using the website. The entire concept is novel and exciting!

TravelZoo Interactive Ads

Table of ContentsInteractive Advertising

When it was discovered.............1

Who is commiting.........................1

Advergames..................................2 M&M Flip the Mix.............2 Visa Olympics...................2

Why go interactive.....................2

Ambient interaction...................3 Cadbury egg.....................3 Pedigree...........................3 McDonalds.......................3 Sharpie.............................3

Online and beyond......................4

More ways to be interactive.....4

Where to go from here...............4

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What is the Advergame?

The type of interactive me-dia is very important to the

campaign. The advergame is what immediately comes to mind when interactive adver-tising is mentioned. Perhaps because it is the most obvious form of interactivity, or pos-sibly because it is one of the first ideas involving interactive advertising2.The advergame is a video game designed to in-corporate a brand and support or add relevance to a larger campaign. Advergaming is the smallest and fastest growing part of branding and marketing entertainment2. It is very popu-lar among the younger genera-tion who tend to choose online media over traditional media2.

M&M

Flip

the

mix

M&M’s Flip the Mix allowed consumers in the target to play a match style game with virtual M&Ms featuring advice from “Red” (one of the M&M characters). The game brought a lot of traffic to the website, gener-ated interest and was one of the first very successful advergames.

Advergames are a step above product placement

in video games because in-stead of placing an advertise-ment somewhere in the game, the entire game is centered around the product or cam-paign of interest. There are several different types of ad-vergames. The advergame will vary depending on what is right for the personality of the brand and/or product. However, most are centered around the prod-uct of interest. Visa’s Olympic Advergame

For the Winter Olympics, Visa produced an Olympic-themed advergame. Consumers were able to play a variety of Winter games includ-ing: bobsleigh, giant slolam and snowboarding. This advergame prooved to be very successful with the average users play time around 47 minutes.

A study by the University of Missouri School of Journal-

ism showed that with a relevant advergame, when attitudes toward the game were posi-tive, attitudes toward the brand positively increased2

The European Interactive Advertising Association

did research in the UK, Ger-many and France on the use of mixed-media campaigns. The research shows that using interactive Internet advertising in conjunction with traditional media improves the reach, brand recall, purchase intent, recall of ad details and brand image significantly3.

Our media is constantly changing. Television and

radio used to be new media and now they are traditional. The online banner ad used to be new media, but now people know better. We are now in an “interactive age,” people’s focuses are on relationships and how we interact4. Digital allows brands and campaigns to pursue new opportunities in forming relationships with consumers. With the economic crisis looming over everyone’s head, it is time to “embrace the inevitable” and innovate new interactive medias in order to advertise more efficiently5.

Why go Interactive?

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Ambient Interaction

A number of different prod ucts have introduced digital

games as advertisement post-ers. These digital games are located around the city at places like bus stops and pay phones where people are gen-erally waiting. Saatchi & Saat-chi introduced a touch-screen game located at bus stations around the UK for Cadbury eggs. While people are waiting they are invited to try and shoot open as many Cadbury eggs as they can in 20 seconds in order to expose their creamy filling6.Cadbury egg bus station ad

Pedigree’s ambient, interactive advertisment

The Tequila advertis-ing agency produced an interactive bus stop poster for Pedigree where people who pass by are invited to play with a virtual puppy for their personal en-tertainment7.

McDonalds: Sort your head out

DDB Stockholm agency recently created billboard

ads for McDonalds called “sort your head out” that are actually puzzles. Passersby are encour-aged to re-arrange the squares in order to re-assemble the models head. In the empty squares appears the logo8.

Sharpie: Write out Loud

Sharpie created interactive billboards that allow people

to write out loud on the bill-board; it is permissible graffiti9.. Digital advertising posters are popping up everywhere and drawing a great deal of atten-tion due to their interactivity.

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Interactive advertising online and beyond

Interactive websites are also a great way to employ

interactive advertising. Red Interactive has a great site and number of other products also have fun interactive websites. At the m&m’s website you can create your own m&m charac-ter. At the VW website (and a number of other car company websites), you can customize your own car. Memac Ogilvy of Duba has created an interac-tive advertisement for Glaxo Panadol brand pain reliever where viewers can make the headache go away in three clever scenarios from the vir-tual person10. You are an M&M

BK Cologne: Flame

Crispin has created product plays for Burger King that in-

cludes the BK cologne “Flame”11. They are making themselves relevant in Pop Culture by includ-ing the consumer in the story and making a sort-of inside joke with the consumer11. It has created a lot of buzz that a traditional advertisement could not create.

Agencies are also using brand development as a

way of interacting with the con-sumer and including them in the brand story. This is a form of interactivity.

Social media is also a great way to be interactive. By

making a MySpace, facebook or a Twitter for a brand, it tells the consumer that the brand is his/her peer. This makes the brand much more relatable. The con-sumer feels connected, which is key for interactivity.

A relevant iphone application is also an amazing way to reach

the consumer by becomming a part of thier everyday lives.

More ways to be Interactive

Since interactive advertising is still relatively new, people

are still working out the kinks. There have been big interactive campaign flops when people over invest in the destination and under invest in the means to get there12. Nobody is going to know that your amazing and innovative interactive website exists if you don’t give it enough exposure.

You must understand your audience, especially with

interactive marketing because it is all about the audiences expe-rience12.\. The brand also must be true to itself, consumers can sense when a brand is being fake and they will react12.

Interactive advertising is the perfect way to get your product

or service out there and make an impression. When used in con-junction with a campaign, it can do wonders. For the advertisers and their client, they can be sure that people have paid attention to the advertisement because they have interacted with it.

Whether you interact with your consumers through

advergames, interactive posters, interactive sites, social media, product development, cell phone applications, these things in conjunction or a new interactive medium, your audience will be sure to identify with your brand and its story by recalling positive, innovative brand experiences.

Where to go from here

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Sources: in order of appearance

Johnson, Phil. “The Small Agency Interactive Blues.” Advertising Age (2009). 23 Feb. 2009 <http://adage.com/smallagency/post?article_id=125809>

Wise, Kevin, Paul D. Bolls, Hyo Kim, Arun Venkataraman, and Ryan Meyer. “Enjoyment of Adver-games and Brand Attitudes: The Impact of Thematic Relevance.” Journal of interactive advertising 9 (2008). 22 Feb. 2009 <http://www.jiad.org/article107>.

European Interactive Advertising Association. “The Pan European Cross Media Research Study.” White Paper (2002). 21 Feb. 2009

Leckenby, John D., Hairong Li. “From the Editors: Why We Need the Journal of Interactive Adver-tising.” Journal of interactive advertising 1 (2000). 21 Feb. 2009 <http://www.jiad.org/article1>.

Ellis, David. “Marketing Chiefs: Think Like a Start-up.” Advertising Age (2009). 24 Feb. 2009 <http://adage.com/cmostrategy/article?article_id=134810>

Interactive Plastic Surgery Ads. Trend Hunter. 20 Feb. 2009 <http://www.trendhunter.com/trends/ouchvertising-american-academy-of-cosmetic-surgery-gives-you-hands-on-exper>.

Interactive Pet Advertisements. Trend Hunter. 21 Feb 2009 <http://www.trendhunter.com/trends/interactive-advertisements-pedigree-virtual-puppy-billboard>.

Puzzle Billboards. Trend Hunter . 25 Feb. 2009 <http://www.trendhunter.com/trends/mcdonalds-puzzle-billboard>

Interactive Graffiti Billboards. Trend Hunter. 21 Feb. 2009 <http://www.trendhunter.com/trends/sharpie-ecast>.

Interactive Medecine Ads. Trend Hunter. 20 Feb. 2009 <http://www.trendhunter.com/trends/inter-active-medicine-ads-glaxos-panadol-ads>.

Parpis, Eleftheria. “AOY ‘08: Crispin’s Product Plays.” Ad Week Special reports (2009). 23 Feb. 2009 < www.adweek.com/aw/content_display/special-reports/agency-of-the-year/e3ic8de2356a57549277ed355ea45a21948?pn=1>.

Interactive’s Biggest Flops. 26 September 2008. Media Two Point Oh Blog. 23 Feb. 2009. <http://blog.mediatwo.net/2008/09/blog-post_26.html>

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