Das Auto — Existential Ads and Multi-Interactive Media

In the not too distant future, philosophy, communications and business professors will be lecturing on the power of guerilla marketing to engage customers with a hearty mix of real and unreal… and hyper-real.

Flash mobs break down the fourth wall, bringing the audience into the “scene” for all time, courtesy of YouTube. Interactive marketing, by its very nature, changes the audience’s relationship not only with the medium and the marketer, but everything else surrounding them at the time of the interaction.

When the interactivity is compounded by multimedia, mixed media, or multi-interactivemedia, as in the case of a “public service” Volkswagen presentation, even though the message itself is compelling, the IDEA of layering these media is what resonates.

And, of course, the clincher is the irony in that to make the point, they are mixing the two places where interactive technology (cellphones, anyway) is least appropriate — while watching a movie and while driving.