West on DCS: Interactivity: Genius Curiousity?

By now we all have gathered that advertising is a medium that is constantly evolving, and changing with the times, and is finding new better ways to reach the consumer market place. But it is simply not just the advertising that evolves. Consumers and their behaviour are changing too, and it is important that the two interact and change together over time. This week I’m looking at interactivity in advertising, and how it has only just begun to make an impact.

So what is the most effective form of advertising that is in keeping with consumer behaviour? Although many recent ads especially in television are intrusive with their promotion, just think of the ‘go compare’ that sticks in your head for the rest of the day, well interactivity seems to extend from this. A far more rewarding style of advertising interactivity involves the public and forces them into direct contact with the brand. Usually it can take the simplest idea, involve the consumer as it is interlinked with their lifestyle, and the interactivity forces recognition with the brand that will last until the consumer is ready to take action, whether that be purchase, recall, or word of mouth.

Looking at one of the most recognised brands in the world, Coca Cola, we can look at their use of interactivity within their latest campaign for their new shape bottle aimed at for better grip. Their simple idea: What gives grip? They placed their ads which were printed on Velcro in bus shelters around Paris which literally stuck consumers to the ad. In others worlds they were hooked. And sales for Coke increased by 3.8%.

There are some critics of Interactivity, mostly saying that yes it is engaging consumers but not doing it very well, as some contain no information about the brand, and are just dropping you onto their homepage, and effectively are just a big waste of money. I’m not sure I can agree with these critics, in some interactive campaigns the insight maybe is not as clear perhaps to the untrained eye, but the curiosity draws the consumer creating brand awareness. If anyone has any opinions on the following interactive campaigns please enlighten me. I would love to here your opinions.