One of the challenges an advertiser faces when considering using interactive TV is whether the content is good enough to provide consumers with a richer brand experience than the basic TV spot. Entertaining, value-adding content is crucial to getting consumers to interact with your ad.
This is why the film studios are particularly well-placed to use this medium to its maximum potential - they have more content than you can shake a stick at. The question is, how clever are they at using it?
I liked 20th Century Fox's interactive campaign for Fantastic Four. It starts with an action-packed ad featuring, of course, the four main characters. Then, smartly, viewers are enticed into the interactive space by the chance of winning tickets to the premiere or a copy of the game - a strong call to action that I imagine provided good response levels.
Once inside the interactive space, consumers have the choice of entering the competition and going into either the film or game section. In gaming they can either watch the special trailer or get a more detailed description of the game. In the film section, consumers can 'meet the characters' or have a better experience of the movie by watching the long-form trailer.
20th Century Fox could have created an even richer experience by providing behind-the-scenes footage, outtakes, cast interviews and the ability to order the game. Overall, though, the execution provides a good balance of entertainment, as well as giving consumers a deeper experience of the film.
INTERACTIVE WORKS - THE MONTHLY ANALYSIS OF INTERACTIVE AD RECALL
Ads screened July 2005
Brand Creative agency/Interactive agency/ %
1 National Lottery Abbott Mead Vickers BBDO/Sky Interactive/ 41
Superdraw OMD UK
2 Sony Ericsson Bartle Bogle Hegarty/Good Technology/ 39
3 National Lottery Abbott Mead Vickers BBDO/Sky Interactive/ 38
Rollover OMD UK
4 Range Rover Sport Rainey Kelly Campbell Roalfe Y&R/Wunderman/ 35
5= Huggies Pull-Ups Ogilvy/MindShare 33
5= Virgin Trains Rainey Kelly Campbell Roalfe Y&R/ 33
Manning Gottlieb OMD
5= Charlie and the PHD/Picture Production Company/PHD 33
8 Toyota Avensis Saatchi & Saatchi/MB Partners/ZenithOptimedia 30
9 Fantastic Four Creative Partnership/Sky Interactive/ 29
10 Toyota Aygo Clemmow Hornby Inge/MB Partners/ 27
11= Hyundai Vallance Carruthers Coleman Priest/ 25
11= Seat DDB/MediaCom 25
11= National Accident In-house/Sky Interactive/SRG 25
14 Fantastic Four Premier Communications/Sky Interactive/ 22
15 Lastminute. …