Virtual Presence - Real World Interaction

Recently I have noticed an increasing trend towards advertising that tries to engage with its audience rather than just broadcast a message. This ‘interaction’ with the consumer has been apparent online for a while now with the use of Web2.0 and social media being the most obvious examples of brands and their markeitng/advertising campaigns attempting this level of engagement. As far as I can tell attempting to engage with your audience seems to be working, however the majority of the time its restricted to the online space.Increasingly Im seeing attempts at bringing the success of engaging with consumers online into the real physical world, where consumers can see the physical effects of their engagement. Here are some of my personal favorites.

The Chalkbot

First on my list would have to be the current Nike/Tour de France campaign, which utilises a robotic trailer, the Chalkbot, to spray motivational messages on the route ahead of the cyclists. Being part of Lance Armstrong’s ‘Livestrong Foundation’, anybody from anywhere in the world can submit a message of “courage, hope and action” via SMS, Twitter or the organisation’s website from where they are forwarded to the robot’s onboard computer. After “printing”, a camera mounted on the back of the vehicle records the image, uploads it back to the website and sends a link back to the user where he or she can view it. A very inspiring approach indeed!

The BBC Billboards

Another interactive campaign that has managed to stick in my mind for a while is the BBC billboard campaign ran when they entered the US market. Provocative in its nature the campaign was aimed at drawing consumers’ attention towards the BBC’s emphasis to reflect the opinions of both sides within their broadcasts. The campaign called on passers-by to message their views to the displayed number via their cellphone where the results would immediately reflect on the billboard. Immediately people would feel a connection with the BBC’s engagement and would surely keep them in their mind for a long time after.

LEGO and QR codes

Mytoys.de is Germany’s largest online-based toy store and the goal of the campaign was to promote one of the site’s leading products: LEGO. The creative team in charge came up with an ingenious idea: to create QR codes out of LEGO building blocks and display them across the country. The eye-catching and colourful displays would immediately catch people’s attention and invite them to take a photograph. Considering the functionality of the QR codes the image would then guide consumers to mytoys.de where customers were actually able to buy the LEGO brick boxes. Simple, engaging, effective.

Adidas - This is not a Jersey

Adidas decided to incorporate the latest advances in nanotechnology when they launched their New Zealand All Blacks campaign "This is not a Jersey" Fans were invited to post their names online in order to have them imprinted on the team’s jerseys. In the end nearly 10.000 names were incorporated in the threading of the new All Blacks jerseys. Aside from being a great motivation for the team, which is literally carrying the names of their most passionate fans on their jersey, the punters themselves were obviously frantic to get so up close and personal with their team. A seriously great idea that captured the hearts of an entire nation whilst setting the benchmark for any interactive campaigns to beat.