This year, several Super Bowl advertisers are introducing interactive elements to their commercials and one of Procter & Gamble's Super Bowl ads will be influenced by viewers. P&G owns brands like Head & Shoulders, Charmin, Mr. Clean and Old Spice, and these brands will be coming together as part of a multi-brand spot.
In partnership with Eko, P&G created an interactive website where visitors can vote to determine how the commercial plays out. With the first-of-its-kind experiential ad, P&G Chief Brand Officer Marc Pritchard says that "people will essentially create what will run in the fourth quarter.” The story of the ad is based around a messy surprise at a Super Bowl party and fans will get to determine how to deal with the mess.
Image Credit: P&G
What Makes This Trend Stand Out
- Interactive Multi-brand Ads
- Create engaging ad experiences by incorporating interactive elements and user participation.
- Viewer-influenced Advertising
- Allow viewers to have a say in the outcome of commercials through voting and interactive platforms.
- Experiential Branding
- Utilize immersive storytelling and user engagement to create memorable brand experiences.
Sectors Adopting This
- Advertising
- Incorporate interactive elements into ad campaigns to captivate audiences and increase brand engagement.
- Consumer Goods
- Utilize viewer-influenced advertising to gather consumer insights and enhance brand loyalty.
- Marketing Technology
- Leverage interactive platforms and experiential branding techniques to create innovative marketing campaigns.
