Interactive digital content
Our average attention span is now less than that of a g oldfish. According to a report by Microsoft, which sought to determine the impact of mobile devices and digital media on the human brain, our attention span has dropped to just eight seconds; it is commonly believed the goldfish can manage nine.
The good news is, fuelled by multi-screening, our ability to multi-task has dramatically improved. Today about half the adult population owns a smartphone; by 2020 it will be 80%. Advances in mobile technology will give us instant access to high quality content, wherever we are. A world of no loading or buffering is not that far away. YouTube already boasts over a billion users and their restlessness to develop unique digital experiences make them an ideal partner for brands looking to use video in more engaging ways. The 2010 award winning Tippexperience pioneered the way for interactive video, allowing the viewer to create their own story. Last year to launch the Civic Type R, Honda and W+K created a dual-sided film where two high-adrenaline tales were brought together with a press of the ‘R’ key.
In 2015, their 10th year, YouTube introduced 360 video. Viewers can now explore every angle by dragging their mouse or moving their phone to shift the POV. As soon as the technology became available brands including Coca Cola and Nike immediately began experimenting. Through the YouTube app it’s now possible to leap into the realms of virtual reality and watch 360 videos with Google Cardboard. Over the last 10 years the number of hours spent watching video on mobile has increased by 100% year-on-year. As mobile technology becomes more advanced, expect brands to fully immerse us in video experiences, wherever we are in the world.
Read on for examples…
Storytellers love to present us with a dystopian vision of the future. Whether on screen or in print, it’s sometimes hard not to feel like we’re heading towards irreversible oblivion. Swedish pension company SPP wanted to show that the future is what we make it.
Their latest campaign is an interactive video allowing the viewer to slide seamlessly between two different visions: one utopian and one dystopian.
In the utopian world, fresh food is transported directly from farms by drones, public transport is ubiquitous, and air and water quality is pure. In the dystopian, rubbish piles up, masks must be worn outside, and traffic dominates the landscape.
SPP wants to remind us that ‘Saving sustainably pays off.’ All SPP funds are only invested in environmentally and ethically sound ways and the company prides itself on being one of the world’s most sustainable.
Directed by: Patrik Gyllström, B-Reel Films
Agency: M&C Saatchi, Stockholm
Big Spaceship teamed up with experiential design agency Fake Love to drive awareness of Google Play Music by creating a 360 degree video experience.
The story aims to communicate that there’s a Google Play Music radio station for every moment - the big move, the open road and every new start.
The video uses YouTube’s latest production capabilities to encourage the viewer to experience the music in 360 degrees, increasing engagement and dwell time.
Agency: Big Spaceship, Brooklyn & Fake Love, New York
True Adventure is an interactive YouTube video created to launch Honda’s new adventure bike. The film shows off the capabilities of the bike to tackle the dramatic changing landscapes of Africa. The viewer is invited to choose which path the bike should take, creating their own journey and increasing engagement time with the film. The campaign aims to gain greater standout in the adventure bikes market and is supported by additional film content, digital and press ads.
Agency: Southpaw, Tunbridge Wells
The first campaign to emerge from Absolut Labs is Absolut Reality. A global digital platform where artists can collaborate with the Absolut brand to create work that brings music, art and technology together through 360 degree virtual reality. Anyone can request a limited edition Absolut Reality headset and turn their smartphone into a virtual reality device. This new global platform gives people around the world access to exclusive Absolut experiences.
Agency: Forever Beta, New York
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