Interactive Ads – Make me notice you on ABC.com

As a Grey’s Anatomy fan I’ve been relying on the interactive player at ABC.com to get the latest gossip of McDreamy & McSteamy. I like watching episodes online better than TiVo a) because I travel and don’t have to worry about being home b) don’t have to schedule anything & c) limited commercial interruptions.

Over the past few weeks, a couple of ads caught my attention – not because they had the latest and greatest graphics – quite the opposite actually. While most ads featured the same streaming video I had seen on normal TV, Fidelity Retirements and Florida Orange Juice implemented simple flash players that relied on interaction from the viewer. The result? I noticed.

Fidelity Investments had a funny “easy” theme – including an interactive quiz, “the wheel of easy” where you spin and it randomly selects an “easy” task such as blinking an eye, and a trivia quiz that consists of questions such as:

Dogs are covered in:

a) fur
b) sequins
c) cat

After the ridiculously easy questions, the end of the flash program states, “We’ve also made retirement planning easy. click here to learn more. Don’t worry your show’s not going anywhere.”

Florida Orange Juice’s campaign began with a video of a children’s party where breaking a pinata resulted in exuberant children going nuts over celery as if it was candy. It proceeded to a game where you the viewer “break” an interactive pinata. The final commercial break was an interactive quiz about OJ and its health benefits. Although I enjoyed the quiz, I found the game a bit disappointing. After 10 unsuccessful attempts to break the pinata, I resumed my show feeling unresolved.

The point? Take into account the end user’s point of view. How can you engage them? Will inteacteraction result in interest?

***************************************************************************************

Andrea Morris is a marketing coach who specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit writeideasmarketing.com

Superbowl & Oscars Consumer Created Ads – 15 minutes of fame? Try 15 seconds.

Ok. We all know that Superbowl, which airs on CBS is the most expensive time to advertise on TV – with this year’s cost exceeding $2.6 million according to a recent article from CNNmoney.com. The second runner up – The Oscars, which airs on ABC is a comparitive deal at a mere $1.7 million according to the New York Times.

Maybe that’s why so many companies who are planning on advertising during these unofficial American holidays are saving money by encouraging their consumers to produce the ads for them.

One such company is Dove and their new product Dove Cream Oil. Check out the top ten runners up at their website www.dovecreamoil.com. The winner of the contest will have their commercial aired February 25th during the Oscars.

Not to be outdone – CBS, inspired by Andy Warhol and the notion that “everyone will have their 15 minutes (make that seconds) of fame,” has designed a contest where videos are uploaded to youtube.com and you can “tell the world whatever you want to.” The rules are simple and can be viewed here:

***************************************************************************************

Andrea Morris is a marketing coach who specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit writeideasmarketing.com