Sony and Miranda Lambert Latest to Leverage Interactive Video in Digital Marketing Campaign
Interactive video. I’m a huge fan. Have been since Andy Grammers launched an interactive music video in early 2011 bringing a new avenue to sustainable attention to his hit single, “Keep Your Head Up.” The video allows users to choose one of two backdrops for Andy (several times in the video) in the video. Miranda Lambert and Sony have just launched the “Fastest Girl in the World” video which employs slightly more sophisticated interactive video technology that splits the screen and allows viewers to switch back and forth during a car chase sequence. Both the Andy Grammers video and this were developed by Interlude. Pretty cool stuff and I highly recommend you check it out. This is part of a larger digital campaign which Mashable covers here. The one thing I did notice is that the video isn’t embeddable. Would make sense, as this is something people will want to share.
You definitely need to have a budget for something this sexy, but you can also utilize YouTube and link functionality if you want to meet in the middle and test its viability. When I was at Mall of America, we leveraged this technology in YouTube to create an interactive holiday safety tips video that provided several tips and gave users the power to choose what they wanted to view.
Some things to consider:
- Is your content a good fit fo utilizing interactive video?
- Does it fit within the larger context of your marketing communications goals?
- Do you have a budget to do it right?