Pure Michigan Taps Birmingham’s Clicktivated for Interactive Ad Campaign


State tourism officials have partnered with Birmingham-based Clicktivated Video Inc. to offer online viewers of Pure Michigan commercials the ability to get immediate information about featured destinations in the state.

“This technology makes our advertising spots truly interactive, providing viewers with real-time information on the destinations highlighted throughout the ads,” says David Lorenz, vice president of Travel Michigan, part of Michigan Economic Development Corp. “We are proud to be … the first adopter of this technology for tourism marketing.

Here’s how it works: As a commercial plays, viewers can click on an icon on the right side of the screen to see activities say on Mackinac Island, make a hotel reservation, and build a travel itinerary. The icon information does not disrupt the viewing experience, and viewers can take action while the commercial is still playing, or select a list of offerings when the video ends.

The technology works with computers, smartphones, tablets, and ipads, and browsers, including Facebook.

“Clicktivated allows for direct viewer interaction to learn additional information on the various destinations featured in these videos, and even the opportunity to book a trip directly through the video,” says Chris Roebuck, CEO of Clicktivated.

The commercials with Clicktivated technology include destinations such as Ann Arbor, Henry Ford Museum in Dearborn, Mackinac Island, the Upper Peninsula, Traverse City, and Grand Rapids, along with themes such as golf, sunrises, the Great Lakes, and state landmarks. 

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