With the constant evolution of internet and digital media, many brands use different techniques to relate with their audience. Something that captures audiences attention is something new that isn’t seen to a day to day basis. This were interactive media comes in. A way to make the audience participate with the information you want them to receive. Many companies try to find ways that an individual sitting at home gains enough attention to participate with the information they are giving. There are various types of interactive media. These are some:
Promotional Material (advertising)
A good example of promotional material was done when a pizzeria in New Zealand created an interactive ad on YouTube. This consists of a zombie apocalypse and someone ordered a pizza through their app in the middle of the apocalypse. The audience has to help Steve the delivery guy get the pizza to the customer without being eaten by the zombies. This post has 12 million views and made the company famous. Since this video came out Hell Pizza has had a growth of 43% in their sales. The audience for this product is young adults, students and strugglers. This is because the aesthetic of the video is similar to one in a video game or mainstream horror movie.
The audience for this product is young adults, students and strugglers. This is because the aesthetic of the video is similar to one in a video game or mainstream horror movie. The decision taking in the movie is life or death and they only give you 20 seconds to actually take this decision. As it unfolds the audience doesn’t actually feel like they’re in an ad but in a movie where they can make the choices for the main character. The decision making is not based on the aesthetic of the video but how the audience perceives the characters in the story.
I think it impacts the audience in various ways. First of all they perceive the brand as “cool” “unique” (based on the comments on YouTube). This reputation helps the brand gain more young audience who follow trends.
Every year more and more independent films release, with so much competition standing out might be difficult. Creating a non traditional trailer could give you much more attention than just a regular one. That’s why as the competition grows, interactive film trailers grows. There are various types, some like the pizza zombie adventure or a bit more professional. Such as creating a website to use this interactive trailer, you can choose between videos, slides with images or even just regular text (like a powerpoint)
Here is an example of the film “The Annomly”, they created a website where you can explore the world behind this film. See exclusive videos, etc. In this video you can see how a user explores this website.
The target audience for this video would be any audience interested with sci-fi films, the same psychographics as the intended audience for this film. The reason why I think this is because the trailer keeps the image and aesthetic of the movie. It doesn’t loose any of the ideas with the interactive part of the trailer.
Virtual Reality Tours
Virtual Reality keeps improving through the years, I don’t know if that’s good or bad, but with that brands are starting to incorporate it more with their campaigns. From Samsung using their phones to create virtual reality roller coaster rides to using 360 degree cameras so you can actually feel like you’re in the video. If I had to choose anyone it would be the 360 cameras, but they still need more improvement since they don’t meet a lot of quality standards.
Here is an example of a website of the vatican that uses 360 HD photos so you can explore the vatican without moving from you bedroom. It’s quite simple but I choose this because of the excellent quality of the images even when you zoom in a lot.
The audience for this type of 360 tour, would be explorer’s who want to observe and look for experiences that they’ve never had or can’t afford. This type of virtual can impact by giving knowledge to the audience about a place that is a cultural place. Many people can’t go to Rome but at least now they can have some ideas of how it would be to go there.
Interactive games was one of the first interactive media I experienced. There are so much variety of interactive games, many now seem like you’re actually in the game. They can be any kind of genre as long as the audience has to take decisions instead of just following the rules. One that I really like is slenderman, it actually feels like you’re inside the game. For this example, I choose this Frozen Game, where the children have to decide where Anna goes to find the magic jewels.
The aesthetic of this game is very sweet and childlike. Considering it’s based on a disney, the target audience for this game is mainstream little children. All those three year olds that know how to use a tablet (now there are plenty). The impact that this game is to entertain the children, in this game I don’t think there’s a lot of valuable decisions. But at least they learn ” If you want it, search for it”.
E- Learning Platforms
Now that digital technology is everywhere, most schools are using it to help students advance their knowledge. But e-learning platforms aren’t only that, many podcasts and ebook interactive courses are available. If you want to add something to your CV. I even considered a online career from a university once. The internet is filled with information for us, endless ideas and concepts that we can use for any situation in our lives. Considering this, I’m using as an example a modernly old game on CBBC. This game consists on helping the audience use their listening abilities to understand and react to different situations.
The audience for these type of BBC games, are students who are in primary/junior school and students with vocabulary difficulties. The impact these e-learning courses and games can actually change someones life. I read that after a guy took a psychologic e-learning course, he decided that he needed to go to rehab. Learning something new can always help you.