Interactivity in advertising

We were discussing about interactivity in this post.

We stated that interactivity changes the relationship between author, text and audience.

Let's demonstrate this changed relationship with the TV ad for Mobitel, produced by advertising agency Publicis.

It is the latest ad for ITAK, named WTF!?

Publicis made the following commercial:




But where is the interactivity? None till this moment.

But here comes the turnaround.

When the campaign started the audience was asked to participate. With their own proposals for abbrevations which appear on tags.

Author gave the possibility to the audience to change the text.

Audience became the author. Interactivity? For sure.

And the result looks like this (and it is called DIY commercial):




GR8! ;-)

Do you talk internet?