What has been your favourite piece of interactive communication
My favourite interactive communication this year is a community located
at www.wbs.net. By careful combination of member-created, vendor-created
and organiser-created content, this site has delivered true customer
value from relationship-based interactivity.
director of strategy,
Check out Hewlett Packard’s new desktop pet goldfish for a fresh
approach. It’s certainly a hit with my assistant Sarah (the little
fella’s even taken the place of her George Clooney screen saver). But
the most exciting piece of interactive work I’ve seen in a while is the
’Tickle Me Elmo’ doll from Sesame Street. You simply tickle his tummy
and he giggles and shakes so much, his batteries almost fall out. Tickle
Me Elmo from Tyco. Don’t turn up for Christmas without one.
group creative director, interactive creative director, Ogilvy &Mather,
My interactive communication of the year is one that nobody else on the
Net has accessed. How do I know? Because I created it according to my
own peculiar whims. Yahoo! (http://my.yahoo.com/) enables Net users to
create personalised news pages with a couple of clicks and, even though
it’s primarily based on US content, there’s enough UK news to keep
Anglo-philes up to date on UK events during the day. It’s fast, it’s
free, it’s always there, it never crashes my browser and I don’t need
half a dozen plug-ins to view it.
Best of all, it’s all mine - but you can have one, too.
The general level of interactive work is improving pretty rapidly, but
often the strength of the work is limited to one particular element.
Railtrack.co.uk, for example, is terrific in functional terms but as a
brand communication it’s a bit dull. On the plus side, at least it
doesn’t fall into the trap of using gimmicks for the sake of it.
Something quite simple that did catch my eye was a very engaging
price-checkpoint in a US toy store.
This was a kiosk incorporating a bar-code reader in the guise of a
cartoon character who spoke to you. It’s a simple solution to a common
problem and a lot more helpful than ill-informed sales staff.
managing director, Bates Interactive,
The RAC site (www.rac.co.uk) is a prime illustration of a blue-chip
company spearheading the move from the old wave of ’brochureware’ sites
to those offering true one-to-one marketing dialogue with the customer.
The site, using the key theme of mobility, offers the viewer innovative
value-added content - chat rooms, personalised traffic information, tips
for insuring your car or buying one second-hand - as well as providing a
channel for communicating RAC services to consumers. Moreover, the site
is an excellent example of the Web being used as a centrepiece for a
strategic change in brand positioning.
managing director, TSMSi,
Virgin Atlantic’s in-flight Odyssey system is a superb example of
entertaining interactive media, even if it does benefit from a captive
audience. It’s a great demonstration of how to get started with the
available technology rather than waiting around until the ’perfect’
platform comes along. The user interface, by BT, sucks, but what the
hell. Watch GI Jane or play non-stop Tetris for five hours with drinks
on tap? As Terence Stamp says, ’You’ve made tougher decisions than
technical director, Indexfinger,