Long before the world wide web, there have been interactive ads. I remember the Big Mac campaign that had me recite “2 all beef patties, special sauce, lettuce cheese, pickle, onions on a sesame seed bun” first to our Magnavox then to my friends. Any ad can be interactive when it truly involves you and pulls you in to experience it. And for social marketing, involving other human beings to participate and get into what you’re talking about can be a powerful thing. This campaign below for the Children and Adolescent Reference Center, is a powerful use of the magazine medium. It asks you to turn out the light, and reveals what happens in the dark. Pretty brilliant using glow in the dark ink to communicate a pedophilia message. If this boogey man freaks you out, imagine how a child would feel. Have you seen any cool ads that are interactive without being on a computer screen?
COPY: Turn off the lights and help Annie overcome her fear of the dark. Pedophilia. You might not see it, but it could be happening. 70% of child abuse cases take place in their own home.
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This blog post is #5 in my series of 21 creative social marketing examples.