Make Ads More Fun

Unfortunately, I’m not an 18- to 25-year-old woman chatting in a Lycos.de chatroom for more than 10 minutes. Otherwise, perhaps I’d get a chance to see one of those high-priced, really funny rich-media ads from Karstadt which advertise a new fashion brand for young women. Only registered users who meet the targeting criteria of this “Inscene” campaign might be offered to dress up a female model that shows up on top of the chatroom. You can choose from various pieces of clothing until you’re satisfied with your outfit. Then you can send it to other participants of the chat and ask them to interact or comment. You can’t force the ad to appear. It’s an invitation to play and if you are selected it’s an award. Andreas Manzey from Lycos showed those kinds of ads at an IFRA/BDZV conference in Berlin last week. I can imagine, but I would like to know whether those ads get as much attention as their creators hope they will.