Early Adopters: Interactive digital video
Longtail’s look at trends and developments in the digital space.
Combining real world imagery or video with digital interactivity is a great way to bring messages and experiences to life. At Cannes this year there were a few standout examples that illustrate a number of different techniques.
Bringing a city to life!
When it comes to marketing a city it always helps to have a greatorchestra or opera to spread the love for you. Using innovative custommotion-tracking technology its ‘Sounds of Hamburg‘site from the Hamburg Philharmonic does a great job of showcasing thecity and its orchestra in a unique musical experience (note it takes awhile to load!). Maybe we can get Perth to open up its CCTV networkand have some fun!
Interactivity, fun, brand saliency and a competition wrapped up in one!
I reckon this one owes its roots to the Loctite ads fromBrazil where they stuck a computer to the wall and pointed a webcam atit so you could see it, and post messages to it. The beauty of thisreal world hook for Samsung up is the use of mobile to make the connection and trigger the action that reinforces the product truth.
Taking the fashion shoot to another level.
As we’ve noted previously with Levis, the clothing brands really are on the front foot when it comes to digital. This example from Wrangler is a winner with the simplest ofconcepts using video and stills to bring a simple fashion shoot tolife. This treatment could work for any similar situation and once themechanics have been worked out then it would be easy to apply to anysimilar shoot.
Burger King
Whilst the use of augmented reality is not new, its use often lacks relevance to the message and it can be fiddly for the user.
In this example from Burger King, the offer, product and message tiedtogether nicely. We liked the fact that you didn’t need to print anyclever images off for it to work and the King mask at the end gives ita surprise factor that made us laugh (hint: it works with somethingdollar bill shaped).
So as bandwidth becomes less of an issue and video becomes a much moreintegral part of our day to day digital experience you can expect tosee more executions that leverage its inherent advantages.
Carlo Bertozzi – CEO
