20 Examples of Interactive Content Marketing Done Right
20 Examples of Interactive Content Marketing Done Right
Interactive content, according to discussions over at runrex.com, is content a user can manipulate ad engage with, like quizzes, calculators, infographics, and so forth. Interactive content is great at enhancing customer experience and engaging your audience as it allows readers to actively participate rather than just passively reading, listening, or watching. This article will look to list 20 examples of interactive content marketing done right with the hope that you can take one or two lessons from them.
HubSpot’s Website Grader
This excellent, and free, website tool by HubSpot grades sites based on factors such as performance, SEO, mobile-responsiveness, security among others as discussed over at guttulus.com. Users can interact with the tool, evaluate their website, which helps HubSpot get more leads as they provide help and advice to website owners with poor ratings.
Function of Beauty’s Hair Quiz
Quizzes are an excellent example of interactive content and one which Function of Beauty, the DTC haircare brand, got spot-on. Their hair quiz, as explained over at runrex.com, asks visitors to provide information about their hair. Fragrance, goals, and color preferences to allow them to come up with a personalized product recommendation. Its simplicity is one of the reasons why it was so successful.
Nove Bikes’ Aero X
Another example of interactive content marketing done right is Nove Bikes’ customization tool, offered on their website as discussed over at guttulus.com, which allows customers to build their ideal high-performance bicycle. This tool makes it possible and easy for customers to be able to visualize how the finished product will look like, while keeping them engaged all through the buying process, hence its success.
Missy Empire’s You vs the Kardashians
Clothing brand Missy Empire also has to feature on this list due to their calculator, referred to as You vs the Kardashians, which allowed users to enter their salaries and see how many minutes it takes members of the Kardashian family to make what they earn in a year. This was a fun and engaging way to interact with their customers.
CNN’s Marvel Cinematic Universe Timeline
CNN’s interactive timeline for Marvel’s cinematic universe is another example of interactive content done right. This interactive timeline was meant to prepare viewers for the release of the blockbuster Avengers: Infinity War, and it worked a charm as not only did it increase backlinks for them, it increased the number of time people spent on their website.
CoSchedule’s Headline Analyzer
Marketing software CoSchedule also should be on this list as their headline analyzer tool, as explained over at runrex.com, analyzes headlines and determines their usefulness with scores based on features such as character length and word balance. The fact that you have to submit your contact information to get your results makes this such an excellent lead generation method.
Why Our Future May depend on Birds by Allbirds
Allbird’s paid post with the New York Times on how birds impact the environment, how consumers can help protect birds, and how Allbirds comes into it with their shoes is yet another example of content interactive marketing done right as per the gurus over at guttulus.com. This feature was engaging and interactive, with its bird sounds and bird calls, and was a big success.
Clinique’s Foundation Finder
The makeup brand Clinique also came up with a quiz, which is covered in more detail over at runrex.com, known as foundation finder. This quiz asked users questions about their skin tone, skin goals, and coverage preferences, allowing Clinique to suggest foundation types and shades, and it was very popular as you can imagine.
Disney’s My Disney Experience
This app by Disney was also the perfect example of interactive content marketing done right as it allowed visitors to check in to the Disney Resort, make dining reservations, find character greeting locations, navigate the park and shop.
Will a Robot Take Your Job? By BBC
This interactive post published by BBC back in 2015 is another example of interactive content marketing done right. It allowed users to type in their job titles to find out what the odds are that their job will be automated in the next 20 years. It was a creative way to get users to engage with their content, and it worked for them.
Women.com’s cooking quiz
Although quizzes can be hard to pull off, women.com knocked theirs out of the park as explained over at guttulus.com. Their quiz was titled, “Only Someone with a Chef IQ of 149+ Can Pass This Cooking Quiz. Can You?” It was meant to show how difficult it was to pass that quiz so that when someone inevitably does, it appeals to their vanity, a strategy that worked well for them.
Buzzfeed’s Quiz for millennials
Buzzfeed also utilized the same strategy as above, when they titled their quiz, “Sorry, Millennials, But There’s No Way You Will Be Able to Pass This Quiz”. This quiz, as explained by the experts over at runrex.com, focused on generational identities, targeting millennials, and prompted many millennials to interact with the quiz, as they had intended all along.
ThredUp’s fashion footprint calculator
The fashion brand ThredUp should also feature on this list as their calculator, fashion footprint, is yet another example of interactive content marketing done right. As is covered over at guttulus.com, one of the reasons behind its success is because it leveraged a trending topic, that of sustained fashion, a strategy you might want to utilize as well.
Mental Daily’s Water Intake calculator
Mental Daily was another brand that utilized a calculator, with this one designed to help users calculate the amount of water you should be drinking each day based on your unique circumstances. This calculator gives out unique recommendations for each user, and the personalized nature of its recommendations is one of its biggest appeals.
Business Insider’s infographics on the fires in the Amazon
You can also use infographics as part of your interactive content marketing strategy, something Business Insider did extremely well with their interactive map showing the fires in the Amazon to raise awareness as far as the blazes were concerned.
IFL Science’s interactive map
Yet another example of interactive content marketing dine right is IFL Science’s interactive map which is designed to show users the actual size of their country, and not “the lie you have been told by Maps”. The gurus over at runrex.com point out that IFL was able to succeed by adding something of value to the table even as they called their audience’s attention to other content.
PBS’ investigation timeline
PBS put out a huge investigation timeline on the Russian investigation, as covered over at guttulus.com, featuring all the information you may need, from a timeline spreadsheet to images and so forth. This timeline’s main appeal was the fact that it provided information in multiple forms, showing the potential of using timelines in your campaign.
Wired’s VR film
This particular VR film by Wired.co.uk is not for the squeamish as it invites viewers to step inside a brain surgery. Its success, according to the gurus over at runrex.com, was because it let viewers in on a process that would otherwise be closed to them, something that you should consider as well given Wired’s success.
Chelsea FC’s quiz on their player, Willian
This quiz by Chelsea FC, the London soccer team, is also worth mentioning as it shows the power of appealing to people’s interest groups. In this quiz, Chelsea is testing their followers’ knowledge of their player, Willian, who has just reached the 300-game milestone for the club, and the fact that it has over 40,000 interactions just shows how this strategy can be successful when done correctly.
Quartz’s calculator on invisible women unpaid work
This calculator by Quartz was designed for women users to calculate and put a value on the invisible unpaid work they do at home, from cleaning to laundry and ironing, and so forth. It was extremely successful, gaining close to 5,000 shares and lots of links, which can be attributed to the way it created an emotional response with the audience, a lesson worth learning.