I would like to present you a Youtube campaign based on web-user interactivity. This campaign concept has been created by an advertising student of Sup de Pub, the advertising pole of my Inseec school in Paris .
This video reached in 1 week more than 1 million view(it is now about 20 million views). This project is really interesting , indeed, the fake video called "A hunter shoots a bear " show a hunter filmed by a friend, attacked by a bear.
You have then the choice between shooting or not. It is here that the interactivity process start. The hunter take from the ads window on the right side of the player a Tippex to erase the word " shoots " in the title. But it is not done, you finally have the ability to put any verb that you want in the blank box. They realized 30 different videos directly related to the user choices in order to create a personal interest for the viewers.
YouTube's users become scenarist and control the ads. There is no better way to give to users their direct responsibility in the advertising process by directly playing with the YouTube interface and others windows around.
- Some platform development, creativity and fun for a mass target market who choose what they want to see .
Enjoy !
See the first link and then the second one. During the campaign those 2 videos were just one.
http://www.youtube.com/watch?v=4ba1BqJ4S2M
The 2012 version : http://www.youtube.com/watch?v=eQtai7HMbuQ follow the link!
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