In one of the best examples of interactive advertising, the Twix 'Get the Girl' campaign lets you choose your own adventure. Although some might not appreciate the underlying goal of deception, the interactive adventure is very entertaining. In addition, the product placement is great, with each decision point being a 'Twix moment'.
Note that the YouTube video is not interactive, you need to check out Twix.com to live the experience.
Implications - Consumers are looking for items that feature an interactive element. Products that let shoppers get more hands on are appealing to those who like to contribute to their purchases.