communication with advertisement

 Have you ever heard two coca-cola machine connecting India and Pakistan? When two people in front of the machines installed at India and Pakistan make a same motion(like make a heart, dance), the machines give a can of coca-cola to two each people in return for their communication. They didn’t only make a motion but wave their hands to each other and smile to  Many people had thought Indian and Pakistani had hated each other but people were impressed and interested because Indian and Pakistani waved their hands and cracked a smile at each other. Actually, the youtube hits of its video is over 3 millions.

 Also, there is a advertisement using infectiousness of yawn. After installing video filmed yawning man on the billboard in subway station, people with some cups of coffee hided. When people in subway station saw the yawning man and yawned soon, the billboard says ‘Did you yawn? It’s time to drink coffee.’ and coffee was delivered by the hidden people.

 Likewise, it is interactive advertisement that makes people join and experience. I think interactive advertisement is the most effective advertising that exists so far. It’s easy to attract people’s interest(in spite of its probability of failure and necessity of effort) and in case of youtube video of coca-cola, people who don’t join or experience are interested and think its is fun(it can prove with its hits). Also, these days, people are excited at creative things. As these effect, many companies and ad-makers actively use interactive advertising.

 I regard interactive advertising as maso trend. And I think its mega trend is people’s desire of feeling vivid and fresh using various senses. When radio or TV appeared, the advertising mostly used in the past(such as newspaper or poster) demanded just sense of sight can not attract interest than before. And these days, people don’t think it’s interesting that the advertisement of radio or TV using just sense of sight and hearing. Also, with advanced technology, people are exposed to interactive media. So, they have no chance but to be bored at the advertisement which makes them just accept. They prefer vivid media making them use various senses.

 A example of satisfying people that desire is a concert of British rock band ‘Kasabian’. They used a technique of 360-degree video and audio. So, audience who put VR camera could experience as enjoying the concert at the best place.

 But it is unclear that dividing line between what is interactive and what isn’t interactive. Though ad-maker intend to make interaction, sometimes people may not experience it. And someone may think interact with so simple advertisement. So,

I would like to leave you with a question:

 If we were impressed and feel interactive with newspaper, radio and TV advertisement, can we call it interactive advertisement?

Reference list:

the advertisement of coca-cola

https://www.youtube.com/watch?v=ts_4vOUDImE

the advertisement of coffee

https://www.youtube.com/watch?v=TfK–upzkkc

Radio 4’s John Humphrys joins Kasabian on stage using VR technology – watch

http://www.nme.com/news/kasabian/91759

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3 thoughts on “communication with advertisement

  1. A very interesting topic and some great examples! The title is not very clear, but interactive advertising indeed is a trend at the moment. I would say the megatrend behind it is the interactive media that are available, so that interactive advertising is possible. What I miss is the answer to the question where it sits in the trend life cycle, but the other questions are all answered. For next time, please have a look at how to refer to sources in the text (see apastyle.org). Overall good work.

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  2. Interested read, my favourite kind of promotion/campaign always involves some form of interactivity. Interactive campaigns are what sticks in my mind in comparison to normal advertisement as they are more memorable. My all-time favourite advertisement was done by Adobe where they set up secret cameras at a bus stop. People would sit down waiting for their bus and suddenly a live graphical edit of them would appear on screen. It was humorous but also showed the capability of the brand at the same time.

    Regarding your question, I believe anything that involves the consumer can be labelled as interactive. However it is up to the consumer’s own opinion if they feel like if it was an interactive experience or not. Interactivity is defined as ‘The process of two people or things working together and influencing each other’. For me, an interactive advertisement should be immersive and somehow involve the consumer. Mostly to present the product or service and show off its potential. Ultimately, I believe interactivity should be implemented into advertisements by all promotions as it has proved to be extremely effective.

    Written by Henry Gibson

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  3. This is an interesting topic you choose. I think that Interactive campaigns would be great maso trend is crammed full of inspirational ideas. Also I am interested in interactive promotion using ‘sound effect’ that make people can enjoy easily even if they have a disability.

    One example of interactive advertisement using sound is “piano vending machine” which induces people to play piano and give Boriomi mineral water as a reward (heybanda, 2014). This unusual promotion was done during a festival and instantly attracted many people’s interest. Regardless of one’s ability to play piano, people would come and play the piano at random and it gave them much joy and spirit which seemed to reflect the atmosphere of the festival.
    As you can see with this example, Interactive advertising can be sensory marketing that will affect other areas of culture, including design field.

    To answer your question, I believe Interactive campaigns could be adapted comfortably to any kind of way of advertisement including what you have said: a newspaper, radio and TV. If it is based on the propose of advertisement that make people affect each other, but only that, If It does function properly, I think there is no reason why we can’t call that as interactivity .

    Written by Solji Kim

    Sources:
    heybanda. (2014, 10 10) heybanda web page Retrieved from
    http://www.heybanda.com/works/#/borjomi/

    Li, Hairong; Leckenby, John D. 2004. Internet Advertising Formats and Effectiveness. Center for Interactive Advertising.

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