Lean-forward, interactive experiences
Interactive experiences allow consumers to connect with brands in a unique way. With gettheglass.com, part of the California Milk Processor Board's "Got Milk?" campaign, live-action TV spots invite viewers into a story that continues online.
Your viewers are restless
Viewers are no longer content to sit back and consume whatever you throw at them. They're turning to their computers and mobile devices to interact with information and entertainment experiences that address their personal interests. Further, they're using technology to choose what, when, and where to engage with interactive experiences. This shift in behavior presents broadcast and media companies with a business imperative. You must capitalize on new viewing habits and the technologies driving them to stay competitive and profit in new ways.
An immersive 3D advergame greets visitors to gettheglass.com.
Enhance traditional viewing with "lean-forward," interactive experiences
"Lean-forward" interactive experiences take advertising and even existing content models — sitcoms, weather reports, news, dramas, documentaries, even commercials — and enhance or extend them. Some put the viewer in the story as an active participant. Others deliver information based on personal preference, as in, for example, a local weather report or stock market results based on an individual's portfolio.
Connecting viewers and brands
Gettheglass.com is a prime example of how an organization, in this case the California Milk Processor Board, is engaging its audience with an integrated, interactive brand experience, carrying forward its theme from the broadcast commercials. HBOvoyeur.com presents a new type of storytelling that invites the viewer to participate with programming in a unique way.
Immersive interactive experiences offer new ways to reach and engage with consumers.
Flash powers next-generation TV onscreen and on mobile devices
To create compelling, "lean-forward" interactive experiences that encourage more user involvement and more meaningful branded experiences for advertisers, designers and developers can leverage their existing skills and media assets using Adobe software solutions, including the Adobe Flash CS3 Professional advanced authoring environment, which enjoys tight integration with the video, audio, and motion graphics toolset in Adobe Creative Suite® 3 Production Premium. Flash delivery technologies including Flash Player and Adobe Media Player ensure the largest possible web video audience in the world can experience your content with full fidelity. In the mobile realm, handset manufacturers have shipped more than 300 million devices equipped with Flash Lite™ technology. Adobe expects this number to increase to 1 billion devices by 2010, further extending the reach of video delivered in Flash.
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