Invite people to play
Playing is one of the most powerful ways to retain a message. Kindergarten teachers know this and do it every day. So why not advertisers? Games have an advantage over other ads since users must actively engage with the brand for an extended period and give their full attention in hopes of winning or getting a high score.
One of my favorite in-banner games is Nestle's Chocapic. This is a virtual reality game that allows you to drive a bike by moving your head. The webcam on the computer identifies the movements of the player and steers the bike left and right. It's easy to play for hours. This is a similar concept employed for the bigger-format augmented reality game (disclosure: a MediaMind-enabled project) that Chocapic launched last year.