A new technology that allowed personalized interaction with an ad was introduced by Land Transport New Zealand this summer, in a campaign designed to deter motorists from using their mobile phones while driving.
News websites carried a hard-hitting ad that showed a virtual motorist driving along the highway, and invited the consumer to text a message to a fixed number on the screen.
When the viewer sent the message, the virtual driver picked up his phone and read it, which in turn made him lose control of his car and crash into oncoming traffic.
The fun interactive element of the ad's text-messaging feature instantly turned sour, hammering home the powerful point.
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