Walking you through the experience
February 1, 2006 - ד' שבט תשס"ו by admin
Mercedes is running an integrated campaign across TV, print and radio with the microsite being the place where people can find out more (before they visit their local dealership).
At first glance there is nothing really new or innovative about this, just a great example of an integrated campaign …
However on closer examination, there’s an interesting feature which highlights how the broadband digital experience is morphing into a hybrid of the TV experience. The microsite user has a choice to either a) passively watch the avatar walk you through the features of the new vehicle (the passive TV experience) or b) take a more active, participatory, controlling role where you discover the new vehicle on your own term (the active web “click” experience). They’ve done a good job of combining the passive and active components into a rich, immersive digital experience.
What do you think? Good, bad, indifferent?
