It invites the consumer to respond to or comment to the brand and the brand message
It is a very effective means of mass communication.
It is not media dependent- can work in press, TV, internet, radio and outdoor
It utilises programmed learning techniques.
What does it do? It changes behaviour
Because of the effectiveness of communication it changes peoples behaviour- for example
they could switch brands, they could buy more, they might change the way they vote.
But above all else it understands the human need for COMMUNICATION!