Google has operations in multiple online areas and, in the 18th year of the Internet marketing age, the company decided to turn its attention on revamping old advertising methods to engage with customers. Therefor, Project Re:Brief takes on four of the most iconic commercials and transforms them into a digital-age version, designed to do more than inform customers.
The experiment, as noticeable on the website, was made with commercials from Coca Cola, Volvo, Alka-Seltzer, and Avis. Google presented its findings in an hour long documentary, covering the entire process from start to finish.
Interactivity is Key for Engagement
So far, Google Re:Brief has released the Coca Cola and Volvo ads from this campaign, with both ads focusing on interactivity to encourage user engagement with the brands. Coca Cola allowed viewers to send Cokes all over the world to special vending machines, along with a video message to the recipient. At its turn, Volvo had viewers tuning in to a live stream of a Volvo driver, along with a mobile app that provides interactive elements.
Don’t Shy Away From the Latest Technology
Instead of going with tried and true Internet advertising methods, Google implemented mobile apps, Google Plus integration, and special vending machine technology for these campaigns. The investment in new and relatively untested Internet advertising methods are a definite risk, but when you have strong advertising minds behind the campaigns, it pays off with user engagement that’s higher than normal. The New York Times reports that the budget for this campaign is in the seven figures, but you can apply these lessons to any budget level, especially if you keep an eye out for new trending technology.
Focus on Engaging, Not Informing
The Internet world is ruled by 16 to 24 year olds, a MediaScope study quoted by AdHugger shows, with 84% of that demographic present online in one form or another. They’re inundated with standard Internet marketing and simply ignore or block ads because they’re simply bored with the standard way messages are delivered to them. They use the Internet even as they perform other activities, such as watching the shows as they air on television, from companies like GetDirectTV.org. Some of them use second screen apps on smartphones and tablets, while others simply multitask. Simple information isn’t going to draw the Internet addicted’s attention to what you’re selling. You need a way to focus their attention on your product or service, whether through interactive elements, using traditional advertising methods in a surprising way, or leveraging new technology to meet your needs.
The Google Re:Brief project shows that even old commercials and advertising campaigns translate well to the digital age, if you go beyond modernizing the elements that make them great. It takes trial and error to truly find what works with your demographic, but utilizing information gained from bold marketing experiments helps cut down on some of the time needed to find your feet.
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