How to use advertising to create a consumer experience
We are all very accustomed to traditional advertising methods but I believe we are starting to see a change towards brands creating more of a consumer experience that makes them memorable and standout in a crowded market place.
AKQA ran a very clever campaign for VW for the new 2010 GTI which was based around an iPhone game that encouraged people to drive the GTI around a track and log the best times to win one of 6 real GTI’s.
Unlike traditional campaigns where it takes you six months to see the results, consumer experience is an everyday exercise, and much harder to control as there are many levels of complexity, but will give you the results almost immediately.
See what they did here:
Yours in Design