It’s hardly a revelation to say that online video content is phenomenally popular. Millions of words have been written on the subject, and millions more will no doubt follow. But one of the great things about marketers is that we’re always looking for what’s next. We know that it’s not enough to rest on our laurels, or rely on things that have worked in the past.
Some fairly obvious characteristics have made video the web’s most engaging media type when compared to text, images and combinations thereof. It’s the perfect blend of audio and visual elements, drilled down into bite-sized chunks that appeal to the modern viewers’ desire for immediate understanding.
But that’s not to say it’s quite the perfect storytelling device. It’s close, but falls down in one simple area: when it comes to interacting with video content, users have only really been able to play, pause, rewind and fast-forward. Interactive video changes that. In a nutshell, this emerging technology combines video content with user input — allowing viewers to take a wide range of actions while watching video content. They can click areas of the screen to define their own journey, answer questions, complete forms, buy products, download content and more — often without leaving the player window.
Interactive Video Examples from Brands
1) Warner Bros | Focus
In this movie, Will Smith plays a con-artist, and the video lets the viewer make their own choices to see whether they have what it takes to pull off the perfect con. Give it a shot and ask yourself: which would you be more likely to share with a friend? This gamified experience, or a traditional movie trailer?
2) UK Resuscitation Council | Lifesaver
Take a look at the video and just consider how much more impactful this campaign might be than a pamphlet or even a simple, linear instructional video. As the old proverb goes: “Tell me and I’ll forget, show me and I might remember, involve me and I’ll understand.”
3) Deloitte | Will You Fit Into Deloitte?
Another, more business-focused example would be this gamified recruitment experience for Deloitte. Broadly speaking, the campaign aims to educate potential recruits about the Deloitte culture while allowing the viewer to evaluate their own suitability to work within that culture.