Leading global corporations, in their desire to achieve digital marketing goals, started using interactive video as a new form of creative engagement of their consumers and users. Interactive video is a special type of digital video that supports a unique possibility of interaction, ie. the input of the viewer on the content he watches in real time. This medium brings an immediate user experience and is equally exciting for viewers, as for marketers and experts who designed and realized it.
Whether the user watches the content on a computer, tablet or mobile phone, interactive video allows him to, through various tools, make an impact and communicate with the video content. There are several different features that can be built into interactive video, and the most used are choosing which way to continue the video, the ability of “panoramic” display of 360° video, personalization of content that the viewer sees on the screen, answering predefined quiz questions, etc. An important element is the selection of a character (hero) who has specific skills and advantages over other characters in the video.
Bearing in mind that consumers in the interactive video “move” through digital space just like they do in games – most often in “first” or “third” person – they have the opportunity to click on the so-called hotspots and explore the content, move and drag elements in space, as well as launch various digital actions to interact directly with the video content.
One of the most basic divisions of interactive videos is based on linear and multiple choice / multiple ending ways of navigating the content. In the linear type of video, by selecting the answer to the question, the user continues to move on until he reaches a single and unique end of the video. On the other hand, multichoice interactive video, depending on the offered answer to the question, leads the participant in a new, different way, and the set of all answers will ultimately create a unique experience and the ending of a video, that differs from the combination of answers chosen by the user.
Linera and Multiple Ending structure of an interactive video
M2Communications Agency recently designed and implemented the first interactive video digital campaign in the region for the client Porsche SCG and the car brand CUPRA. CUPRA Hero is an interactive video based on the convergence of the gaming industry and video technology and is intended to promote the innovative SUV coupe CUPRA Formentor.
With the striking slogan “For all the brave who choose a different path”, this interactive adventure aims to enable players in a fun and interesting way to show the characteristics of a unique CUPRA DNA – speed, agility or strength – as well as make the right choices and reach the finish line in record time. Users are competing for attractive prizes, and several of the fastest among them will win a CUPRA Formentor test drive with a professional driver.
This interactive video also points to certain values that each individual should promote in their life, regardless of the circumstances in which they find themselves. Sometimes the fastest way to the goal or using shortcuts is not the best way. That is why CUPRA Hero story is intended for all those heroes in everyday life, ordinary people who behave in accordance with their own code and true values and know how to choose their path.
From a marketing perspective, the tools used to design interactive video content provide a more fun and engaging user experience that attracts and retains viewers’ attention. In a short time, this new digital medium has become a widespread marketing tool, and data from a recent study by Spiel Creative show that almost 90% of surveyed marketing experts noticed an increase in their online sales after the inclusion of interactive videos, while over 85% said they will create more interactive video content in the future. Therefore, it is justifiably considered that a significant perspective of online advertising lies precisely in the so-called video content marketing.
Interactive videos are becoming one of the most effective marketing tools that can strengthen consumer engagement and revive the brand-user relationship. Given the trends, there is every chance that the empowerment of this digital media content will be very visible in the future.
