The article examines the emergence of new forms of expression in modern society such as technology, which makes the traditional art active and the users are drawn into the processes of creation and dissemination. Interactive art technology gradually integrates more and more people to be interested on it because of its innovative and interesting concept and idea.

Interactive art removes traditional boundaries between the artist and “public”. Appearance of the new modern technologies in the art provoked the development of the interactive art which later evolved into some other forms of art as cinema, interactive dance, music and etc.

The article is based on Lithuanian and foreign academic works, interactive art definition is provided the theoretical aspect of an interactive art projects is highlighted. The modern theories of marketing communications are defined. To solve examined issues marketing communication model with highlighted key elements is proposed.