viewpoint advertising
There’s no getting away from it. One of the
major incentives behind purchasing Sky+, V+,
Tivo, or any other of the plethora of digital
video recorders (DVR) or personal video
recorders (PVR) is that you no longer have to
sit through what seems like an eternity of
commercials. Instead, one can watch TV
recorded from hard disk - so just sit back and
with a touch of a button skip through those
annoying interruptions to the narrative arc of
the latest must see TV drama. But what can
advertisers do to grab a viewer’s attention?
Robert Taffurelli reports.
Let’s get creative
getting their hands on that ever- a case of mistaken identity. The sitef course, having the
elusive dollar? Simple, get creative! contains a mixture of fully interactiveability to fast forward
TV, cinema and online advertisers 3D levels, sound recognition,through commercial
are having to up the creative stakes interactive scenes and film contentbreaks was never the
in an ever challenging and where the user makes choicesprincipal function of
O
What can competitive climate, and the results throughout the game which affect
these boxes, but it is
advertisers
can often be more entertaining than their performance and the plot. Thosecertainly a driving factor behind their
do to
the shows themselves. who marry together the correctsuccess. Combine this with the
increase
A recent ‘advergame’ from decisions from all three episodes andworldwide economic slowdown and
their chances
rehabstudio for Doritos named ‘iD3’ is solve the rather fiendish puzzles, haveadvertisers are having a rather tough
an experimental digital production the chance to win a cash prize of uptime of late. So, what can advertisers
of getting
that combines an interactive narrative to £50,000. do to increase their chances of
their hands with a commercial sense. The Each episode blends live action
on that
alphanumeric name (iD3) and footage with 3D interaction, giving the
ever-elusive
mysterious black packaging invites whole experience a distinct high-
advertising
consumers to guess the mystery production, cinematic feel. Uniquely
dollar?
flavour at
www.doritos.co.uk/id3 for integrated with Facebook Connect, the
the chance to win a £20,000 reward. advergame pulls content from the
Simple, get iD3, however, is not only a creative player’s Facebook profile and then
creative!
product launch. The ad campaign is dynamically inserts it into the film
also a three-part episodic online footage. Where most applications of
adventure, with prizes to be won the Facebook Connect technology use
along the way courtesy of it simply to populate a profile, iD3
promotional partner O2. uses it to personalise the narrative and
The iD3 adventure expands upon extend the game from the website
the mystery flavour intrigue, by into Facebook. Even the support is
allowing fans to become the hero in shrouded in mystery, with grassroots
their very own ‘choose your own seeding and an exclusive blogger
adventure’. Set in London’s outreach programme. A live Twitter
underworld, the player goes feed and Facebook fan page will keep
undercover to unlock the truth behind fans up-to-date with the adventure.
14 l ibe l september/october 2009 l
www.ibeweb.com
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