Rockstar

From Experiential Auto Installations to Friendly Test Drive Campaigns

By: Alyson Wyers - Published: Jun 3, 2014
These interactive ads make automotive retail a more experience-based activity. Interactive advertising is often experiential in nature, or at least tries to get the customer involved more directly. Buying a car is usually considered a big-ticket item, so consumers put a lot more weight behind their decision to purchase.

Interactive ads for cars often integrate technology, such as augmented reality, apps and virtual test drives. Many of these campaigns have a gamified element, making it fun as well as immersive. Other advertising strategies revolve around social media and crowdsourcing, whether the company is trying to get user generated content or help with a design. Some innovative interactive methods engage through a collective activity such as interactive dance floors or auto-burning contests.