The Advertising Game App

My reaction when I first read this article was that of relief.  They have finally made it much more enjoyable to sit through all those advertisements in the movie theatres before the feature presentation began. Early last December, Cineplex introduced a trial run of interactive ads used in replacement to the static, unexciting advertisements. These interactive ads are powered by Toronto-based company called TimePlay Inc.

How does this work? Viewers with smartphones such as a Blackberry or an iPhone are prompted to download an app in order to be a part of the marketing action. They are able to use their phones to vote on polls or play short and mindless games. There was an ad by Canon in which the audience was to participate in a game (play with the app to reduce a photo’s bluriness). In return for participating in the game, they were given a coupon.

As a member of the Generation Y population, I like the idea of being able to use my smartphone and interact with the ads. With this generation, marketers need to be able to communicate on the same wave length. Especially since the average age of the audience in theatres ranges from pre-teens to young adults, it is important for them to use creative means to capture their attention. With huge amount of marketing messages bombarding them every day, being able to differentiate themselves and actively engage the audience is key.

Using these interactive ads to build customer relationships is a powerful marketing tool and is what shapes the marketing culture in the  21st century. Google started a series of Search stories, where they highlight how their service impacted and changed people’s lives. I have to say that after watching the stories unfold I was truly inspired. Google values resonates with the values and needs of their consumers and it shows through in their advertisements.

Even with technology, we cannot forget the basic form of human interaction.