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Interactive Marketing campaigns increase Brand Experience Engagement

Interactive marketing campaigns work to initiate a relationship between a customer and a brand, which keeps him or her coming back (hopefully) over and over again. In the article ‘The New Value Equation’, consultants Richard Cross and Janet Smith state that when interactivity involves some kind of incentive, the customer usually visits more often, stays for a longer period of time and might even be willing to pay more for the product or service. “The customer gets more out of every transaction, and whatever bond they have developed with your firm is strengthened.”

Increasing this level of customer engagement demands more than a colorful sign, a witty tagline or a funny commercial—it’s about interactive marketing strategies, promotions and campaigns that capture customer attention and reward them for such interaction.

Interactive marketing campaigns

Interactive marketing campaigns can be executed online or offline; either way, they’re pretty effective. Consider the Skittles ‘Touch’ campaign, which comprised video spots encouraging viewers to put their fingertips on their video or computer screens to interact with the ad—for instance, to have their fingers licked by a cat. The campaign received over 9 million online views and helped the brand reach double-digit profit and market share growth in 2011.

Skittles Touch the Rainbow interactive marketing campaign

Skittles Touch the Rainbow interactive marketing campaign

According to a study from Forrester Research, spending on interactive marketing campaigns will reach $55 billion in 2014 to represent 21 percent of all marketing expenditures.

Here are some other examples of great interactive marketing campaigns.

Intel “Ultrabook Pop-up Theatre” an offline interactive marketing campaign in Los Angeles

Intel Asia Pacific creates flash mob art and theatre using Ultrabook PC screens. Party, Tokyo choreographed 60 people with Ultrabooks synched together via wi-fi to create ‘digital billboards’ in a variety of different locations across L.A. It really is a magnificent interactive campaign that surprises and engages the audience.

What do you think – have flash mobs become a tired trend or is there still room for innovation? There’s also the question as to how staged the public involvement and reactions are – after all – that is a big part of the novelty.

McDonald’s interactive marketing billboard campaign

So this would definitely cause me to be late for work each morning. On their digital outdoor billboard, McDonald’s flashes images of food and challenges passersby to capture a picture with their cell phone camera. Then the new customer can walk a block over to the store and claim a free- sundae, pie, or cup of coffee. Game on!

Ford Interactive Marketing Campaign

As a way to introduce their new Grand C-MAX, Ford’s campaign enabled people to “feel the difference” with innovation in their hands. The interactive ad allowed them “to handle and explore miniaturized 3D virtual models of the cars on the screen and in the palm of their hand.” It’s a lot easier than going to a dealership and taking it out for a test drive- and a lot more fun.

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An ideal culture is one in which there is a place for every human gift - Margaret Mead

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Interactive Marketing campaigns increase Brand Experience Engagement

Interactive marketing campaigns work to initiate a relationship between a customer and a brand, which keeps him or her coming back (hopefully) over and over again. In the article ‘The New Value Equation’, consultants Richard Cross and Janet Smith state that when interactivity involves some kind of incentive, the customer usually visits more often, stays for a longer period of time and might even be willing to pay more for the product or service. “The customer gets more out of every transaction, and whatever bond they have developed with your firm is strengthened.”

Increasing this level of customer engagement demands more than a colorful sign, a witty tagline or a funny commercial—it’s about interactive marketing strategies, promotions and campaigns that capture customer attention and reward them for such interaction.

Interactive marketing campaigns

Interactive marketing campaigns can be executed online or offline; either way, they’re pretty effective. Consider the Skittles ‘Touch’ campaign, which comprised video spots encouraging viewers to put their fingertips on their video or computer screens to interact with the ad—for instance, to have their fingers licked by a cat. The campaign received over 9 million online views and helped the brand reach double-digit profit and market share growth in 2011.

Skittles Touch the Rainbow interactive marketing campaign

Skittles Touch the Rainbow interactive marketing campaign

According to a study from Forrester Research, spending on interactive marketing campaigns will reach $55 billion in 2014 to represent 21 percent of all marketing expenditures.

Here are some other examples of great interactive marketing campaigns.

Intel “Ultrabook Pop-up Theatre” an offline interactive marketing campaign in Los Angeles

Intel Asia Pacific creates flash mob art and theatre using Ultrabook PC screens. Party, Tokyo choreographed 60 people with Ultrabooks synched together via wi-fi to create ‘digital billboards’ in a variety of different locations across L.A. It really is a magnificent interactive campaign that surprises and engages the audience.

What do you think – have flash mobs become a tired trend or is there still room for innovation? There’s also the question as to how staged the public involvement and reactions are – after all – that is a big part of the novelty.

McDonald’s interactive marketing billboard campaign

So this would definitely cause me to be late for work each morning. On their digital outdoor billboard, McDonald’s flashes images of food and challenges passersby to capture a picture with their cell phone camera. Then the new customer can walk a block over to the store and claim a free- sundae, pie, or cup of coffee. Game on!

Ford Interactive Marketing Campaign

As a way to introduce their new Grand C-MAX, Ford’s campaign enabled people to “feel the difference” with innovation in their hands. The interactive ad allowed them “to handle and explore miniaturized 3D virtual models of the cars on the screen and in the palm of their hand.” It’s a lot easier than going to a dealership and taking it out for a test drive- and a lot more fun.

pepsi social vending machine

pepsi social vending machine

Adoptable trends campaign by Dieste
Roundhouse Mini Cooper London guerilla marketing ads
Have a Social Media Crisis Plan
WOM Campaigns - social conversations
Benetton WOM Campaign - Obama & Chavez Poster

Thought of the Day

An ideal culture is one in which there is a place for every human gift - Margaret Mead

An ideal culture is one in which there is a place for every human gift – Margaret Mead

Next Quote? funny inspirational quotes on every post! | Mobile App Advertising Trends

Buzz marketing Campaign with Flash Mob for Nivea

The art of the flash mob has been used for protests, satire, entertainment and artistic expression. As a familiar trend in the advertising industry, can agencies and brands reinvent them for 2012?

The Wow Factor with Q10+ skin

Buzz Marketing Nivea flashmob: A woman is wooed after sampling Nivea's Q10 cream

A woman is wooed after sampling Nivea’s Q10 cream

This buzz marketing campaign was released in April 2012 in the town of Rouen, France for Nivea Visage Q10. This TV spot and web video also uses a combination of flash mob and street theatre. An unsuspecting target samples Nivea’s anti-wrinkle cream at a pop up store and as she walks away, attracts a storm of male attention, including dancing firemen and her very own prince charming. The scenes were captured with hidden cameras and humor is king in this 20 seconds TV spot.

According to the agency, most of the people in the live stunt are real citizens of the town of Rouen, including the gardener and girls on the boat as well as the city’s official basketball team. The 60 people flash mob passing out in the scene that takes place at the Hotel de Ville are employees of the Rouen Ferrero factory.

Flash Mob and Nivea “L’Effet Wouaaah” (The Wow Factor) TV Spot

What do you think – have flash mobs become a tired trend or is there still room for innovation? There’s also the question as to how staged the public involvement and reactions are – after all – that is a big part of the novelty.

 

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