With the introduction of television advertising over 60 years ago, advertisers quickly realized the benefits of the moving picture. Not only could television be used to convey information; it could be used to incite an emotional response, a reaction, a feeling.

Branding could be taken to the next level, as commercials could associate a product or service with feelings such as trust, reliability and prestige, creating incredible potential for advertisers.

Today, with the advent of the Internet, we are at another equally exciting threshold in advertising. As broadband increases, video and motion media such as Flash animation are increasingly being used for on-line promotion and branding. Only now, we have the additional feature of interactivity. If the advertising message is compelling enough, the audience, no longer passive observers, can react instantly and purchase the product online.

Car companies have always made great use of motion media, especially television. In fact, the automobile industry depends on television advertising to stir up those feelings that drive (no pun intended) customers to purchase new vehicles, feelings such as desire, envy, and pride. By combining a great soundtrack, fast-paced editing techniques, some “professional driver on closed course” footage, and often a little sexual suggestion, car companies have found a winning advertising formula.

Now check out the online branding of these car companies. Automotive giants like Dodge, Lexus and Audi are using new media like Flash and video on their websites to trigger the same emotional responses from their audience that their commercials generate. But now they’re adding interactivity into the mix. Here are some great examples of online branded content:

Dodge: Ram Challenge

Russian Lexas Mini-Site 

Audi R8 Mini-Site