Connect the response to a useful action
Connect audience participation to an action that fits the advertised offer. Interactive advertising can make the response part of the encounter, rather than only presenting a message. An early Mazda advert encouraged viewers to record the advert and replay it frame by frame to enter a competition to win a car. In 2020, Audi aired an advert that let listeners talk back through their smart speaker and book a test drive. Both examples give participation a clear purpose: entering a competition or arranging an appointment. When planning an interactive advert, define what the audience can do within the encounter and how that response connects to the offer.
Sources: 100 years of the BBC… sort of