Zata Blog

Template #5 - The Interactive Experiment

The concept here is to get your customer to take some action to “prove to themselves” that your product is right for them.

There are several excellent examples of this, both current and historical.

One commercial and print campaign that ran in the 1970’s used a credit card to demonstrate how close a razor could shave. “Does your razor pass the credit card test?” Viewers and readers were encouraged to run a credit card against the grain of their freshly shaved face. A smooth face would offer no resistance. While the commercial has not run for years, it is still referred to in news stories.

Head and Shoulders is running a campaign that utilizes a Dandruff Search Strip. You can send away for your own strip to test if you have dandruff.

Activia is running their “Take the two week Activia Challenge.” They even back theirs up with a guarantee:

Eat ACTIVIA® every day for two weeks. If it doesn’t help naturally regulate your digestive system and taste great, we’ll refund your purchase price up to $12.00.

But the godfather of all the interactive experiments is The Pepsi Challenge. This challenge has a Wikipedia page dedicated to it. Searching “Pepsi Challenge” on YouTube brings up dozens of examples and variations demonstrating the challenge.

Next: The Time Leap Template

-Brad Brooks