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?
the advertisement of coca-cola
the advertisement of coffee
Radio 4’s John Humphrys joins Kasabian on stage using VR technology – watch