Before we dive into some compelling, creative and out-of-the-box examples of interactive marketing, we first need to know what it is.
Interactive marketing is content that is either visual or written material that consumers can interact with (obviously). This could be anything from a quiz to an installation.
With this type of marketing, you have no creative limitations — the sky's the limit. It also doesn't hurt that engaging on a deeper level with your consumers in our increasingly digital society can help to set you apart from the sea of competitors. This is because you're not another brand blending into their timeline — you're right in front of them.
Here, media update’s Taylor Goodman reviews three memorable interactive marketing examples that changed the game.
Let's jump in:
1. Amazon's Alexa
These days, Alexa is no longer just
a name; it's a lifestyle
. You've likely seen all the memes floating around — so much so that you possibly forgot that the virtual assistant was actually
created to promote Amazon products.
One of the many ways that marketers can dip their toes into the interactive marketing pool is with chatbots
or virtual assistants
, specifically for B2C and B2B companies
This is interactive marketing at its peak because we've become so immersed while using it that its original purpose has consequently shifted.
Amazon's Alexa is a fundamental example of interactive marketing because she is there to field questions and give advice on all customer product queries, which streamlines the purchasing process. What's more, is that customers can also buy something with voice commands
She is integrated into the consumers' daily lives but still serves as a customer support and promotion tool for Amazon. That's
what we call a marketing masterclass
2. Balenciaga's 3D Fortnite billboard
As our society is growing increasingly tech-savvy, many believe Out-of-Home (OOH) advertising is taking a backseat to its digital counterparts. However, immersive marketing is breathing new life into this space in creative and out-of-the box ways. Take Balenciaga's 3D Fortnite billboards
, for example.
This is another way in which marketers can transition to giving its audience a more immersive experience.
The billboard features Fortnite
character Doggo wearing head-to-paw Balenciaga. Placed in New York, London, Tokyo and Seoul, Doggo towers over the sidewalk and seemingly moves around his designated ad space.
This campaign is a fusion of interactive marketing and a strong brand partnership with Fortnite
Balenciaga, a Spanish fashion brand, is massively popular in its own right, but utilising these marketing tactics further maximised its reach
The billboards raised awareness for a larger collaborative campaign between Balenciaga and Fortnite
, wherein the brand released four high fashion skins for the game.
3. M&M Flavour Rooms
If you're a chocolate lover, chances are that you've eaten your fair share of M&M's — and maybe you're keen to venture out to try new
flavours. If so, the M&M flavour rooms would be your dream.
These themed installations (flavour rooms) in New York were created to get consumers involved in choosing the next M&M flavour.
Each room was themed according to a different flavour, featuring unique "decor and fragrances," according to Hubspot
. To make the experience even sweeter, the brand also included snack and drink bars where visitors could enjoy M&M-themed goodies.
This example of interactive marketing is quite literal, as participants could literally immerse
themselves into the different installations. This was a fun experience that those in attendance would surely
not forget. Have any interactive marketing ideas caught your eye recently? Be sure to share in the comments section below.
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*Image courtesy of Unsplash