Will all the buzz going around Web 3.0, everyone’s excited to enter the metaverse. And, marketers are fascinated with how the advertising would play out in the virtual space.
One thing is for sure, the ad experience will only get more immersive as creatives will put in every dime to keep the consumer occupied.
And, those who haven’t started figuring out how they’re going to meet the everchanging expectations of these customers, will surely follow suit because of the FOMO going around.
Enter train station advertising. Brands are taking their customer experience to a whole new level by leveraging interactive advertising.
Before we dive into the techniques, it would suit us more, if we could define what ‘interactive advertising’ is.
Interactive advertising is a form of online advertising that engages the user and allows them to participate in the advertising experience. It has become increasingly popular in recent years, as advertisers seek new and innovative ways to connect with consumers.
Interactive advertising techniques include everything from quizzes and games to surveys and social media campaigns.
In this article, we’ll explore some of the most effective interactive advertising techniques, and how they can be used to engage and convert potential customers.
Reading on, you’ll discover;
- What are the 7 interactive advertising techniques?
- Examples of top brands using them to enhance the consumer experience
Gamification
Gamification is an effective advertising strategy that transforms a non-game task into a game. An instance of gamification is seen in fitness apps that reward users with points or badges when they finish their workout or achieve certain goals.
This technique can be applied in numerous contexts such as education and healthcare and has been proven to boost engagement and drive motivation.
To create engaging video content, this method of gamification can be used.
Case in point: McDonald’s Monopoly game
One popular example of gamification in advertising is the McDonald’s Monopoly game. Customers receive game pieces with their purchases and can collect and trade pieces to win prizes. The game is simple, and fun, and incentivizes customers to make repeat purchases in order to collect more pieces.
Personalization
Personalization is another effective interactive advertising technique that involves tailoring content to individual users.
Personalization can take many forms, from personalized recommendations based on previous purchases to targeted advertising based on browsing history. Creating a more personalized and relevant experience for your user can in turn increase engagement and conversion rates.
Case in point: Amazon Product Recommendation
For example, Amazon uses personalization to recommend products to customers based on their previous purchases and browsing history. By tailoring product recommendations to each individual customer, Amazon is able to increase the likelihood of a purchase and improve customer satisfaction.
Augmented Reality
Augmented reality (AR) is a technological innovation that enables individuals to encounter digital content in their actual surroundings. AR can serve a range of purposes for entertainment, education, and advertising.
Within advertising, AR has the potential to generate an immersive visual experience that delights consumers to engage with brands and products in innovative and captivating fashion.
As an illustration, Viral Marketing Video Examples could be utilized to create AR advertising campaigns that are engaging and shareable.
Case in point: IKEA’s Place app
One example of AR in advertising is IKEA’s Place app, which allows users to place virtual furniture in their homes to see how it would look before making a purchase. By using AR to create an interactive and engaging experience, IKEA is able to increase customer satisfaction and reduce returns.
Social Media Campaigns
Social media campaigns are another effective interactive advertising technique that allows brands to engage with customers on social media platforms.
Social media campaigns can take many forms, from user-generated content (UGC) campaigns to hashtag campaigns to influencer marketing. By leveraging the power of social media, brands can reach a wide audience and create a sense of community around their products or services.
Case in point: #ShareACoke campaign
One successful example of a social media campaign is Coca-Cola’s #ShareACoke campaign.
The campaign involved printing common names on Coca-Cola bottles and encouraging customers to share photos of themselves with the personalized bottles on social media. The campaign was a huge success, generating over 500,000 photos and increasing sales by 2.5%.
Interactive Video
An interactive video is a form of video content that allows users to interact with the video in real-time. Interactive videos can include everything from clickable links and quizzes to branching narratives and choose-your-own-adventure-style stories.
An interactive video is a powerful tool for engaging customers and creating memorable experiences.
Case in point: Tipp-Ex “Hunter and Bear” campaign.
The campaign featured a video in which a hunter encounters a bear, and the user is given the option to “erase” the word “shoot” from the title of the video and replace it with a different verb. The campaign was a huge success, generating over 40 million views and winning numerous advertising awards.
Surveys and Quizzes
Surveys and quizzes are simple but effective interactive advertising techniques that can be used to gather information about customers and engage them in a fun and interactive way.
Surveys can be used to gather feedback on products or services, while quizzes can be used to educate customers about a product or service and generate leads.
Case in point: Dove Real Beauty Sketches
One example of a successful survey-based advertising campaign is the Dove Real Beauty Sketches campaign. The campaign involved creating a survey that asked women to describe their own appearance and then creating sketches based on those descriptions.
The sketches were then compared to sketches created by strangers, showing that women were often more critical of their own appearance than others were. The campaign was a huge success, generating over 163 million views and winning numerous advertising awards.
Interactive Displays
Interactive displays are a physical form of interactive advertising that can be used in retail settings or at events.
Interactive displays can include everything from touchscreens and virtual reality displays to interactive mirrors and projection mapping. Interactive displays can be used to create immersive and engaging experiences that help to drive customer engagement and sales.
Case in point: Adidas Futurecraft 4D
One fine example of an interactive display in advertising is the Adidas Futurecraft 4D installation. The installation used projection mapping to create a 3D map of the runner’s foot, allowing customers to see how the shoe was designed to fit their foot.
By using an interactive display to showcase the shoe’s unique features, Adidas was able to create a memorable and engaging experience that helped to drive sales.
Conclusion
Interactive advertising techniques have become an essential tool for brands looking to engage and convert potential customers.
From gamification and personalization to augmented reality and social media campaigns, there are a variety of techniques that brands can use to create immersive and engaging experiences.
By leveraging the power of interactive advertising, brands can create a sense of community around their products or services and increase customer satisfaction and loyalty.
Author Bio:
Jane Collen is an animation expert with over 6 years of experience in the industry. As a Senior Content Writer at BuzzFlick, a leading animation studio and video production company, Jane has been instrumental in creating engaging and compelling animated videos for clients across various industries.
