Cybernetic Advertising

The Cybernetic model of Advertising Communication is one which attempts to engage with an audience, opposing the old "transmission" model which merely aims to purvey a message to them.

Cybernetic Advertising succeeds when it is creatively interactive.

An impressive use of interactive advertising was employed by the Kaiser Chiefs when they released their 3rd album, 'The Future is Medieval", entitled the Bespoke Album Creation Experience.

The Band recorded 20 songs, fans were invited to choose the 10 they wanted on the album and design their own album cover for the price of £7.50. Upon doing so, consumers got to see their own album design in iTunes. The innovation didn't end here however, after creating their own album, consumers were provided with banners and pdf posters using the artwork they had designed to promote their vision of the album. Every copy of the album using their design and tracklisting that was sold would earn the creator (the fan) £1, going straight to their paypal account. 

This is truly a creative and innovative use of advertising, designed to interact with and engage the consumer even going as far as to blur the line between consumer and producer.

Another example of innovative and interactive advertising which follows the cybernetic model was used  by Adam Tensta, a Swedish Hip Hop artist.

As music is now so universally attainable, the hype that used to surround a new release has dwindled. In a successful attempt to bring back some of that hype, Adam released his song "Pass It On" in the form of the "One Copy Song".

The premise is that only one person can listen to his song at a time. Fans must get in line, and work their way to the first position, at which point they have an hour to listen, and can only listen once. You can get closer to the front of the line by listening to Tensta's other songs on spotify, tweeting about him or watching his videos.

This is an ingenious way to increase promotion, awareness and ultimately sales.