Allstate Mayhem Interactive Panel

Creative Zone Served by MediaMind - Allstate Mayhem Interactive Panel

Campaign: Allstate Mayhem
Creative Agency: Leo Burnett
Advertiser: Allstate
Ad Format: Polite Banner
Interactive Features: Interactive Video
Vertical: Finance
Country: USA

My last post addressed how to successfully incorporate an interactive game into an online advertising campaign. Well, when it comes to the web there are multiple ways to reach and resonate with your consumers. This Allstate banner Ad is a prime example of how to attract attention and hold it for a long period of time with the use of videos.

This interactive panel consists of 9 squares of multiple videos that interact with each other when the user clicks on them. When the page first opens the ad takes over the top of the page and an auto video scenario begins prompting the user to click one of the 9 video windows, join one of the social groups or to receive an Allstate quote.

Since the launch of this campaign Allstate has created a lot of resonance with their TV commercials and their man behind the mayhem, Dean Winters. With the lack of creativity lately in advertising they have had no problem standing out with these humorous Ads. This makes the web banner a great addition to the campaign. It creates interest initially because you see Dean Winters face in all the boxes and you wonder what they are all going to say. Once they start clicking, each box asks you to click it again to continue the speech. This holds the user in for a good five maybe even ten minutes clicking each box and laughing at the humorous dialog.

Offering them a quote completes the purchase process because after seeing the Ads on TV so many times they are now on their computers and reminded to see how much it would cost them to switch to Allstate. Where as before they may have been planning on getting a quote but simply forgot too when they finally logged into their computers. In all, I really like this campaign and find there ads hilarious and this banner is a nice additions that is fun funny and I’m sure successful in reminding people to get a quote.

My Rating: 4/5

Yellow Pages App- Interactive Game

Creative Zone Served by MediaMind - Yellovator in Banner Game Controlled by Smartphone

Campaign: Yellovator

Creative Agency: Clemenger, Millipede
Advertiser: Yellow Pages
Ad Format: Polite Banner
Interactive Features: Interactive Game
Vertical: Services
Country: Australia
Awards: Nominee, MediaMind Rich Media Awards 2011

This is an example of a great interactive Ad on the web. This interactive game was created to showcase how the Yellow Pages are now on iPhone and Android smartphones. The game allows the player to use his or her smartphone as the controller, while the Ad becomes the level you must complete. The gamer must attempt to drop a smartphone from a building, bouncing it off of different obstacles to reach the person on the street. This game is relevant because the people on the street are in need of the contact information that the Yellow Pages App can provide. For example, mechanics, physiotherapy, dog groomers, dance classes, pest control etc.

Once the game is over it asks you to play again or download the App. This is an effective way to encourage people to download the App because they are already using their phones as the controller for the game, making it more accessible. Using a problem solution tactic in the game affectively demonstrates the mobility and multiple uses for the App. Using an interactive game creates a fun experience for their consumers, in turn creating strong personal relationships. The idea is original, which will generate interest and buzz about the campaign as well as positive attitudes towards the brand.

In all, I believe this Ad was very well thought out and is affective in accomplishing the goals set in place. It creates awareness about the new App and encourages use in a fun and innovative way. No wonder it has been nominated for the 2011 Media Minds Rich Media Awards.

My Rating 5/5