The cybernetic model of advertising has been around for quite a while now but is beginning to find favour amongst modern creatives and is slowly pushing out the traditional ‘transmission’ model; whereby a message is simply delivered to the audience. The cybernetic model focuses on interactivity and exchange with the audience; they are often encouraged to take part in some aspect of the campaign and some more interactive examples use user-generated content to expand the original idea of the campaign even further. This has seen a rise in recent as modern technological developments such as the internet and social networking make it even easier for brands and companies to interact with their audiences.

 

Coca-Cola recently attempted such a venture with their Coke Zero campaign in conjunction with their sponsorship of the new James Bond film ‘Skyfall.’ The campaign featured an interactive vending machine which challenged participants at Antwerp’s central station to “Unlock the 007 in You.” Commuters had to race against the clock with the chance of winning tickets to a special screening of the film. During the event, nearly 70 people ran for tickets and the resulting TV ad showcasing the best moments and received over 9 million views on YouTube and more than 50,000 ‘likes’. Duval Guillaume Modem (the agency behind the campaign) executive creative director Geoffrey Hantson insists that no actors, at least amongst the 007 wannabes were used.