Five years ago, an interactive radio advertising campaign looked like this:
You bought a bunch of spots, and we'd send over the street team, the van, and our tent to your event and hang out with your customers. Of course, you'd get a series of live "cut-ins" throughout the afternoon.
Today, interactive has an entirely new meaning. As a case in point, consider that while all those advertisers in yesterday's Super Bowl paid upwards of $3 million to run a spot during the game, it is their interactive tactics that are noteworthy.
A recent article in BNET listed some of their more interesting interactive strategies:
Droid - They set it up so that Saints fans could be tweeting about the game from their mobile devices.
CareerBuilder - Their marketers encouraged fans to vote on consumer-created commercials as part of their "Hire My TV Ad" promotion.
Doritos - These guys have done the homemade ad campaign before, and ran another "Crash the Super Bowl" contest. And all four of their DIY consumer-generated spots made USA Today's Top 20.
Coca-Cola - While Pepsi pulled out of their Super Bowl advertising to focus on social media and online philanthropy (which is a headline in and of itself), Coke stepped up to encourage sharing virtual gifts on Facebook, and ask for donations to the Boys & Girls Clubs of America.
And that's just the beginning. How many other interactive connections, strategies, tools, and contests did you notice in the game?
It's a message to sales managers, programmers, and the companies that own them. Digital integration isn't just a good idea - it is required for big advertisers, and it is firmly making its way to retailers in your hometown. Whether your station or your corporation is ready to provide these services, tools, and ideas is another question entirely.
Our Tech Poll goes into the field in just a few days. It will provide this year's road map for how your audience is navigating the digital landscape. As we have in the past, we invite you to join us on this important journey because our future vitality as a medium depends on it.
For information, contact Lisa Riker at firstname.lastname@example.org.