For many people interactive branding is still only about the Web.

It’s true that the Internet is full of exciting new possibilities, like viral marketing or the social media channels. But outside the two dimensional web there is a real world full of interactive possibilities.

The creative use of technology and new interfaces are changing the way people can be digitally approached in the physical realm. Intelligent Billboards, Digital Signage or Interactive Catalogs, controlled by gestures or multi-touch systems, are some of the solutions that we are starting to see on the streets, stores and public spaces that are part of our daily routine.

If the Internet was a milestone in the development of Permission Marketing, this new tangible interactivity allows us to go even further. You don’t force people to touch an interactive shop window or play a game at a cinema venue. So the challenge is on for marketers, copywriters and art directors, to create engaging content that people choose to activate. The result is a dynamic dialogue between the consumer and the brand. And this dialogue takes place within the physical world, making it even more remarkable than interacting on the virtual world of the web.

It is exciting to think that we can integrate some of these new tools with what web 2.0 has to offer. Particularly, the power that consumers are developing in defining the terms and conditions by which they want to be approached by brands, which will hopefully grow online and offline.

Imagine, for instance, having an online store’s characteristics in the physical world. Innovative interfaces would allow you to instantly compare items, browse suggested related articles based on datamining and other people’s suggestions. Clients could even write and leave reviews for others. Products and brands risk being more vulnerable, but quality standards would sure go up - and in the end we’d all benefit.

*(adapted from here)

Blendtec is a great example of the viral video ad phenomenon. Reportedly starting with around 50 dollars, these blender manufacturers created buzz and hype all throughout the web, establishing their product as a synonym of high-quality blending in a fun and appealing way.

The concept of the Will It Blend? videos was quite simple: Blendtec’s CEO wears a lab coat and proceeds to blend anything to test the company’s machine. Marbles, golf balls, even the iPhone was blended.

The videos were a big success and began spreading around the Internet carried by one of the top advertisers in the world: the people. People were even keen to suggest items to blend. Blendtec’s videos and product were then pushed to the mainstream, with appearances on Jay Leno and the Today Show. All they needed was some basic video equipment and a great idea. Of course, some smart online PR strategy doesn’t hurt either.

There are other examples of course, one of my favourites is Draftfcb/paris’ funny spoof on second life, now counting more than half a million views on YouTube.

Neverthless, in these kind of campaigns some problems are bound to occur, and Blendtec found this out the hard way when they tried to blend Chuck Norris: