Now is the right time to connect with your customers and potential customers. Content still ace the game and so does talking to people. Contents do the talking—it engages to further better relationship is a different kind of thing. Text-heavy contents bore the hell out of people. I mean, who reads that much these days?
Interactive Content is content that requires active engagement from its consumers—a dynamic, two-way experience. At some point, you’ll realize that you’ve been actively participating in an interactive connection with something on the internet related to a brand you’ve been looking out or a platform perhaps. Brands look to interactive as means to gain an edge over their competition. Audiences are more demanding than ever as they expect all content to be engaging, relevant, and accessible on any device at any time.
Businesses today are leaning more on the interactivity to maximize engagement in their brands.
Interactive content can take many forms and can be applied to any marketing programs that typically make use of content to deliver results.
Here are some popular brands who used interactive content marketing strategy years ago that have had skyrocketing success since then:
KNORR
Part of interactive marketing is making sure you hear things from your consumers. Knorr used quizzes as their interactive marketing strategy wherein they asked users 10 questions. The users had to choose their favorite dishes and it revealed users’ flavor personas. This piqued the interest of millennials who are always trying out new cuisines and proved pivotal in boosting brand awareness and improving customer engagement.
HBO
In 2016, HBO released a promotional campaign in which they developed an interactive website for their superhit TV series ‘Game of Thrones’. It was a treat for the fans as they could search for their favorite characters and cast their vote to choose the person who should lead the great wars as a part of the upcoming seasons.
This interactive marketing campaign was a hit and Google Trends is a proof of that. Since then, a lot of quizzes, survey, polls, and other types of interactions surfaced the internet making HBO and Game of Thrones the talk of the town for weeks.
CNN’S MARVEL CINEMATIC UNIVERSE TIMELINE
CNN followed with an interactive timeline for Marvel’s cinematic universe in 2018 to prepare viewers for the release of the superhero film Avengers: Infinity War.
We all know how Avengers as a trending topic is a big deal for everyone. This interactive strategy increased the amount of time people spent on their website.
HEINEKEN USA
Heineken, a Dutch brewing company, came up with an interactive video as a part of their HR campaign in 2016 to showcase their fun company culture. The video checks the personality of candidates and introduces them to the company.
The employer asks 12 questions that will let candidates decide whether or not they are a good fit for Heineken. With this strategy, the company has seen a 300% increase in the number of applicants. It was a massive success and at the same time, a win-win for both company and applicants because feedback and interaction are very important.
CONCLUSION
Interactive content attracts audience and consumers. These examples are part of the possibilities. It can bring your brand’s vision and value to life while giving audiences a chance to participate. It deepens engagement with your brand and might drive greater customer satisfaction. Aside from that, it direct insights on their interests, preferences, and behaviors, and learn personal identification data points, which was never possible with passive content techniques.
