We speak about the future of “interactive advertising” and the question always comes down to technology. But here is an example of a truly interactive advertising campaign that is part of a two-way conversation on Facebook.
I just read this article on Mashable called This May Be the Best Response Ever to a Facebook Rant – Period (I’m assuming the pun was intended). Basically some guy named Richard wrote a post on the Bodyform Maxipad Facebook page saying that he was let down when he found out that menstruating isn’t as wonderful as the commercials made it seam.
Bodyform responded with this video along with the following note: “We are always grateful for input from our users, but your comment was particularly poignant. If Facebook had a ‘love’ button, we’d have clicked it. But it doesn’t. So we’ve made you a video instead.”
I understand how some brands might be afraid of engaging with their customers on this level, but I must say, when done right, it is amazing. For me, Bodyform is no longer just a brand for feminine products, it is a savvy group of real people (with a sense of humor to boot) running a company that happens to make feminine products.