In the age of the internet, capturing one’s attention is as challenging as ever, and so it’s become an increasingly difficult task to create the most engaging advertising campaign that will surely catch and hold people’s attention.
Ever thought about making it interactive? Interactive advertising attempts to make consumers interact and engage with the advertisement, immersing the consumer in a unique and maybe even gratifying way.
Read on to see ways in which you can make your advertising campaign more interactive to grab audience attention.
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Social Media
Using social media to make your advertising campaign more interactive probably couldn’t be any easier. Not only does social media reach a mass audience, but you’re also able to target specific audiences as it’s a form of addressable media.
Instagram, Twitter, and even Snapchat are platforms that are perfect for interacting with consumers – think about Twitter accounts masquerading as characters/narrator of TV shows, imitating the same tone and style of character, boosting brand awareness and recognition.
With Snapchat, custom filters can be added as part of your advertising campaign, targeting maybe only certain regions or age groups.
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Augmented Reality (AR)
A great way to really engage your audience is to absorb them in a form of augmented reality – using Twitter and posing as the brand itself with its own personality, and thus personifying the brand, is an excellent example of this. Many brands already do this – Wendy’s and Dominos for instance often go viral for their tweets.
Another way to augment reality for consumers is through the use of AR lenses via one’s own smartphone camera – Snapchat is one of the ways this can be done through, however, many companies are also finding their own ways to use the camera to augment consumers’ reality in real time.
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Using Current Affairs
Consumers knowing that brands listen to them and are aware of social problems are probably the brands who will get more engagement – at the peak of #BlackLivesMatter, companies like Nike and even Activision’s Call of Duty: Warzone showed messages of allegiance and support to the cause.
Of course this may also come with some backlash as some may question the genuinity of the messages – remember Pepsi’s Kendall Jenner fiasco? Nonetheless, it can still prove to increase brand awareness and also bring to front corporate social responsibility. Consumers are more aware of social issues and are expecting brands to be the same too.
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Who Said It Had to Be Online?
Have you not seen those billboard ads that have gone viral for being interactive and creative? Women’s Aid launched a billboard ad a few years ago of a woman with bruises on her face with the text, “Look at me. We can stop it” on it. If you looked at her, the bruises started to fade away – a perfect case of utilising facial recognition technology to make an ad interactive and intriguing whilst sending a powerful message.
Other interactive offline ads include kiosk advertising that consumers could possibly interact with instead of still or moving pictures.
And there you have it – just a few ways you can make your next or existing advertising campaign more interactive.
