Foot work: Interactive ads at the Bijou
Drawn by curiosity, passersby join in the play
January 22, 2006
Do not take this as a form of public levitation through other-worldly spirits.
What has them transfixed is a new kind of ad medium that projects an ad on a floor mat and invites people to interact with it. Any body motion over the projection creates an action within the ad itself.
For example, a recent ad for a brand of popcorn initially showed kernels, but with a wave of the hand across the image the kernels began popping, turning to white puffs and spilling over.
Mike Ribero, CEO of Reactrix, says the medium is akin to product placement. “But instead of placing a product in a story, like with branded entertainment, we take a consumer–or many of them–and put them into a product’s story.”
The Reactrix network includes 140 units in public venues like malls and movie theaters, and another 50 in Sam Goody music stores, primarily in the top 10 markets. Media Life’s Alternative Media Report in December wrote about Monster Media’s GroundFX system, which offers a similar program in stadiums.
Advertisers on the Reactrix network to date have included Coca-Cola, Hilton, Visa, Adidas, Buick and Nintendo.
Ribero says the value of the interactivity, with consumer participating in the ad, is higher ad recall. He cites a recent Arbitron study of the system that showed that after 24 to 72 hours, most consumers could still recall the advertisers’ brands unaided.
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