What are the situational interactive advertisements?

Situational interactive advertising refers to a form of advertising that requires the participation of objects outside the advertising screen to complete the information dissemination. Compared with traditional advertisements, situational interactive advertisements don't necessarily need to stand out in public occasions and attract attention with large-format, eye-catching words and gorgeous pictures. Instead, they are based on users' visual experience, psychological hints and behavioral activities, and pre-designed scenes according to the purpose of advertisements, so that users can unconsciously participate in interactive experiences of various advertising information, thus spreading information more vividly, vividly and richly.

it is not only interactive, but also non-compulsive. Users can freely choose whether to browse or scan at will, thus avoiding the ineffectiveness and passivity of concentration.

Common situational interactive advertisements can be roughly divided into the following three categories:

1. Combination of creativity and product packaging

All kinds of products in life will have a beautiful packaging, most of which are just for a beautiful visual effect, but when creativity is integrated into product packaging, what a wonderful feeling it will have!

the shoe box design of p>Nike Stadium series shoes, small shoe boxes, Xintiandi, football field, basketball court and volleyball court will be available in the future!

The dandruff removing function of Pan Ting Shampoo makes you feel particularly uncomfortable when you see a few white salt particles floating in your hair?

The water cup in the cosmetic hospital, I wonder the effect after cosmetic surgery? Ok, let you experience it first! Neither delay drinking water nor delay beauty!

hate rainy days? Give you a sunny sky, even if it is rainy. Seeing this umbrella will make you feel better!

does this mouse pad make you think freely, satisfy the feel, ideas and good comfort? Don't you have a crush?

2. Creative integration with the surrounding environment

Engaging the audience is a direct way to bring products closer to users, and also an opportunity for users to learn more about products. The traditional way is that when you are shopping, the salesman will send you some leaflets or suddenly pull you to do a test, which often makes us avoid. How to make the relationship between experience and users natural has become a difficult point to overcome.

The forms of the above two advertisements have broken through the traditional shackles, but with the help of nature and the addition of photoelectric elements, the creativity is vividly expressed.

These two advertisements give users a personal experience, but they are not abrupt and make proper use of the surrounding environment. On the contrary, users will find it interesting and have no psychological resistance. Not only did it beautify the environment, but it also gave a strong publicity to the products!

It's wonderful to make a coffee cup from the hot air coming out of the manhole cover!

even messy hair can be combed smoothly.

a vacuum cleaner that can suck down even a satellite is still worried about poor hygiene at home?

3. Public service advertisements

As a category with different attributes from the first two categories, here we take it out separately. What we see more are public service posters, a few stars coming out to shoot a video calling on us to care for the environment and pay attention to children, and a slogan written in big red letters on a wall. But how many people really see their hearts? Almost all of them are hot for three minutes, and after that, they forget!

The following public service advertisements will give you a baptism that touches your heart!

This is the Golden Lion Award in Cannes in 27. Ogilvy's advertisement was made by the British Ministry of Health and Cancer Research Institute. Tell us clearly and intuitively how harmful smoking is to our health, just like carrying a powerful bomb with us!

how precious the water we waste is to those African children who are extremely short of water! This idea is small, but every time we use the faucet, it will remind us to save water!

There are huge ice cubes in a city square, which slowly melt, warning that the glaciers in Antarctica are melting.

The earth's ozone layer is like a transparent balloon, which will burst once it is punctured. How much it needs our love!

if you use less paper, you can save a tree!

Finally, let's summarize the characteristics of situational interactive advertising:

1. Participation: In the era of experience economy, users get personal experience in advertising and experience the fun of participation.

2. Entertainment: Advertising information is no longer directly described, and humor and absurdity are compatible through comparison, symbolism and exaggeration.

3. Diversity: diversification of advertising communication environment (glass curtain wall, car body, common ground), advertising media forms (three-dimensional, four-dimensional), and advertising expression techniques (sound and light).

Situational interactive advertising can make advertisements interact with users. This interaction is first "personal participation" and "intimate contact" in action, and then it will have an ideological impact, and finally it will leave a deep memory for users. I believe it will develop better and better with the improvement of technology and design creativity.