IQ Interactive Tries Time Travel Marketing
Ever wanted to see what the world will be like 10 years in the future? Interactive agency IQ Interactive has created a new marketing scheme for building materials and paper goods company Georgia-Pacific that lets users do just that. Sort of.
The “GP Time Machine” experience lets users see a modern house built with today’s Georgia-Pacific building materials and then “fast-forward” ten years into the future to see how that house weathers the test of time.
Visitors can browse through each room in the house and learn about the Georgia-Pacific products like drywall, roofing material and plywood flooring used to construct them. When users first launch the Time Machine, they’re greeted by a young Thompson family in front of their new house, which is under construction, a typical family that IQ hopes users can identify with. When users arrive 10 years in the future, they’re again greeted by Mr. Thompson, who now has graying hair, his wife (also older), and his now teenaged children.
“An increase in exposure on popular television programs has made the average person far more knowledgeable about home building than ever before,” said Alan Thielemann, Georgia-Pacific’s VP of building products marketing in a statement. “But there is still much to teach consumers who are starting the building process.”
“The real challenge of this project is being able to educate consumers in a way that doesn’t make them feel like they’re being educated,” added IQ Interactive CEO Tony Quin.
The GP Time Machine also directs users to an online survey, which asks questions about the user’s experience with the GP Time Machine and about their intentions to build or re-model their home. Users also have the option of sending a link to the GP Time Machine to their friends.
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