互动广告使受众对广告的某一方面产生兴趣,以思索或行动,有意或无意地参与到广告之中,让广告从单向传播变为双向传播;既增加了信息表达的个性化,也拉近与受众的距离。互动广告的创意手法分为口碑传播、运用多样表现手法、科技支撑、借助游戏载体四个方面的创意策略。在创作过程中要注意参与方式的设计、整合广告中多种资源、遵守当地法规与习俗等问题。 Interactive advertising so that the audience interested in a certain aspect of advertising, to think or act, consciously or unconsciously involved in advertising, advertising from one-way transmission into two-way transmission; both increased the individual expression of information, but also pull The distance from the audience. The creative approach to interactive advertising is divided into word of mouth, the use of diverse performance techniques, scientific and technological support, with the help of the four aspects of the game carrier creative strategy. During the process of creation, we should pay attention to the design of the mode of participation, integrate various resources in advertising, and comply with the local laws and customs and other issues.