In Focus

10 Best Interactive Marketing Practices

Mike Yapp
Creative Posted on January 09, 2006

Best Practice #4: Tell a Story

All good advertising tells a story. Online, the only thing restricting good storytelling is time.

So how do you tell a good story in eight seconds?

Bazooka Joe gets by, by telling a story in comic strip form using from one to four frames, with images and copy.

But to effectively tell how big Dolby Audio Technology is, Dolby related its story using only sound effects and animation.

Using the simple nuance of a man walking his dog, a user-initiated lightning storm begins and the two pause a moment to watch the fireworks. In the most simplistic fashion Dolby demonstrated just how big their audio technology is and delivered on the tagline, "Dolby Takes You There."

Dolby Takes You There
Dolby Takes You There

To view the interactive ad just click on it.

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Comments

brandon johnson
brandon johnson August 7, 2010 at 9:42 AM

Amazing how some years later and this is still very relevant information strategically.

Keep up the great work!

John Leavy
John Leavy March 4, 2010 at 5:21 PM

Chopping an article up into tiny pieces so you can shove ads down people's thoats...do you think readers are this stupid...I only registered so I could leave this comment...I'm sure it won't be published...so long forever.

Bless Bey
Bless Bey September 18, 2008 at 12:20 PM

I am publishing my first magazine and am deeply interested in offering interactive ads and marketing to advertisers.

David Pershey
David Pershey August 13, 2008 at 1:06 PM

Great point. Looking forward to getting to know your site better.

Bonnie Singer
Bonnie Singer March 4, 2008 at 7:46 AM

I have been a TV producer in the advertising industry for many years and am transitioning into interactive. I find your analysis very informative. Thank you.

marylou watson
marylou watson February 13, 2008 at 10:14 AM

Interested in keeping abreat of current marketing issues and practices.

Kilda vIMES
Kilda vIMES October 8, 2007 at 5:22 AM

Speaking of unique user experiences, i recently saw an ad for Coca-Cola. It was projected on the floor and was interacting with its audience, me.the bottles moved with me, followed me around, and i was making things happen in the ad.i was so drawn to this cool feature it hit me only later that I'm playing around in a commercial. apparently this is the latest thing in advertising- interactive interface. i checked and the company who makes these installations is called EyeClick. do you think that this the way advertisers will go next? because i can see myself getting hooked with this sort of technology.