Interactive ad campaigns have become increasingly popular as they engage audiences in a more personal and immersive way, leading to higher levels of participation and brand awareness. Here are some standout interactive ad campaigns that went viral, showcasing creative ways brands engaged with their audiences and made a lasting impact:

1. Coca-Cola – “Share a Coke” Campaign

  • What it was: Coca-Cola replaced its iconic logo on bottles with popular names, encouraging people to find bottles with their name or the names of their friends and family. It also invited consumers to share photos of their personalized bottles on social media.
  • Why it went viral: The campaign tapped into the power of personalization. People felt a sense of ownership and pride when they found bottles with their name, encouraging them to share the experience on social media. The hashtag #ShareaCoke gained massive traction as consumers posted photos and videos of their finds, creating a viral movement.
  • Impact: This campaign sparked a global conversation, increasing both consumer engagement and sales, and was replicated in numerous countries with different name variations.

2. Burger King – “Whopper Detour”

  • What it was: Burger King launched an interactive campaign that encouraged customers to use the Burger King app to find nearby McDonald’s locations. When users were within 600 feet of a McDonald’s, they were offered a discounted Whopper, but only if they used the app to order it at a Burger King location.
  • Why it went viral: The campaign cleverly capitalized on location-based marketing and competition between Burger King and McDonald’s. It encouraged app downloads and drove foot traffic to Burger King stores, all while playfully teasing McDonald’s.
  • Impact: The campaign generated millions of app downloads and social media mentions, as users shared their “Whopper Detour” experiences. It was widely regarded as one of the best examples of location-based advertising.

3. Nike – “Dream Crazy” with Colin Kaepernick

  • What it was: Nike’s “Dream Crazy” campaign featured Colin Kaepernick, the former NFL player who became a controversial figure due to his protests against racial inequality. The campaign included the interactive hashtag #JustDoIt, encouraging people to share their stories of overcoming obstacles and chasing their dreams.
  • Why it went viral: Nike’s use of a polarizing figure like Kaepernick drew massive attention, sparking conversations both positive and negative across social media. The campaign encouraged people to share personal stories of resilience, aligning with Nike’s brand values of empowerment.
  • Impact: Despite initial backlash, Nike saw a significant rise in both sales and brand loyalty, proving that bold, interactive campaigns that tap into societal issues can create viral conversations and long-term engagement.

4. Old Spice – “The Man Your Man Could Smell Like”

  • What it was: Old Spice launched a campaign featuring a charismatic and over-the-top character, Isaiah Mustafa, who humorously proclaimed that Old Spice could turn any man into the ideal version of himself. The campaign went viral when Mustafa began responding in real-time to fan questions and comments via video messages on social media.
  • Why it went viral: The interactive video responses to real-time fan comments created an unprecedented level of engagement. Mustafa’s wit and humor made the campaign memorable, and the videos became shareable content across social media platforms, with celebrities and influencers getting involved.
  • Impact: Old Spice experienced a massive spike in sales, especially among younger audiences, and the campaign became a case study in interactive, personalized, and shareable content.

5. Spotify – “Wrapped” Campaign

  • What it was: Every year, Spotify releases the Spotify Wrapped campaign, where users are shown personalized data about their listening habits from the year — including their most-played songs, artists, and genres. Users can share their personalized Wrapped results on social media, and Spotify also encourages them to compare their year in music with friends.
  • Why it went viral: The campaign is highly personalized, making users feel special and directly involved with the brand. The shareable nature of the Wrapped data (in graphic form) encourages users to post it on social media, leading to massive organic reach.
  • Impact: Spotify Wrapped has become a cultural phenomenon, with users eagerly anticipating it every year. It generates millions of social media posts and drives engagement, helping to keep Spotify at the forefront of music streaming conversations.

6. Taco Bell – “Taco Bell Friendsgiving”

  • What it was: Taco Bell launched a Friendsgiving campaign encouraging people to host Thanksgiving dinners with Taco Bell’s menu items. The campaign featured an interactive challenge where people could post their unique Taco Bell-inspired Friendsgiving dinner creations for a chance to win prizes.
  • Why it went viral: The campaign tapped into a cultural event (Thanksgiving) and invited users to get creative and share their experiences on social media. It was also an example of user-generated content driving virality.
  • Impact: The campaign gained traction on Twitter and Instagram, where users showed off their Taco Bell-inspired Thanksgiving meals, building excitement and engagement with the brand. It demonstrated Taco Bell’s ability to connect with a younger, fun-loving audience.

7. ALS Ice Bucket Challenge

  • What it was: While not a traditional brand ad campaign, the Ice Bucket Challenge became one of the most viral interactive campaigns in history. Participants were challenged to dump a bucket of ice-cold water over their heads, post a video, and nominate others to do the same while also donating to ALS research.
  • Why it went viral: The challenge was fun, easy to participate in, and incredibly shareable. It combined social good with entertainment, and the call to action (to donate) was clear and compelling. Celebrities and public figures added credibility and excitement.
  • Impact: The challenge went viral globally, raising over $220 million for ALS research, dramatically increasing awareness for the disease, and creating an interactive experience that spread across social media.

8. Amazon – “Alexa Lost Her Voice”

  • What it was: Amazon created an interactive Super Bowl ad where celebrities such as Gordon Ramsay, Cardi B, and Forest Whitaker had to step in when Alexa (Amazon’s voice assistant) lost her voice. The ad was fun, engaging, and featured some hilarious moments.
  • Why it went viral: The ad was interactive in nature, featuring widely popular celebrities that encouraged viewers to talk about the campaign on social media. Additionally, the humor and unexpected moments kept people engaged, leading to organic sharing.
  • Impact: The ad generated buzz for Amazon Alexa and contributed to a surge in conversations around the Alexa product, as well as increased brand visibility during the Super Bowl.

9. Heineken – “Open Your World”

  • What it was: Heineken launched the “Open Your World” campaign, an interactive ad where two strangers with different viewpoints were paired together and asked to complete challenges while discussing their beliefs. The campaign aimed to foster understanding and connection.
  • Why it went viral: The emotional appeal and focus on real human connection, paired with the unique interaction, resonated deeply with audiences. The campaign sparked conversation about social issues, encouraging people to share their thoughts and stories.
  • Impact: Heineken garnered massive attention on social media, and the campaign was praised for tackling important social issues through an interactive and engaging ad format.

10. Airbnb – “Live There”

  • What it was: Airbnb’s “Live There” campaign focused on encouraging travelers to experience destinations like locals rather than tourists. The interactive campaign encouraged users to share their travel stories and experiences with Airbnb via social media platforms.
  • Why it went viral: The campaign leveraged user-generated content, where travelers shared their unique, off-the-beaten-path travel experiences. It also tapped into the growing trend of experiential travel, allowing users to interact and engage with the brand through social media.
  • Impact: The campaign helped boost Airbnb’s brand awareness and engagement, especially among younger, experience-seeking travelers.