Home > storytelling, viral > Branded Youtube interactive adventure

Branded Youtube interactive adventure

It was a question of time before a brand would have created an interactive video experience following the one done by the american-dude-that-keeps-flexing-his-tricepts-because-he-lost-his-cat and the fact that you can have annotations on Youtube.

And I’m surprised by how quick the response was.

Samsumg has just created an interactive adventure in Youtube.

You get the gist, you watch the first video and make a choice between two options, click and watch another video, repeat until bored.

You can watch the first episode below but you need to watch it in Youtube to start interacting. Click here.

Now hear my here. This is a great idea. Kudos for Samsung and its agency for doing it.

BUT, how very badly executed. Not especially in term of production.

But in term of storytelling.

After watching 3 videos, I couldn’t care less about what was going to happen next. The guy just seems to be on a mission to shag as many girls as possible.

The end result is a little rubbish and there would be nothing to talk about if it wasn’t the first one to use this technique.

This new format REQUIRES proper storytelling skills, not ads writings, short films writing – BIG difference. These are not common, especially in advertising agency, even viral agencies.

You need to care enough about the plot to want to make a choice and see what happens next. You need real cliffhangers at the end of each video to engage with the adventure.

Technology on its own is worthless, without soul, imagination, creativity, wit and humour as Rob was saying.

Now read The Archers case study below to see how it’s done.

Thanks to Interactive Marketing Trends and ad-lab.

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  1. helgetenno
    August 1, 2008 at 7:33 pm

    I was actually kind of fond of this campaign yesterday, mostly because of the effort put into designing the buttons. (not the usual demotivating bevel and emboss buttons standard out of Photoshop).

    Now you ruined it for me :o) But your absolutely right. Just because it’s youtube, and the target group probably young males, doesn’t mean that you can be cheap on the skills as long as you make up for it including hot women and promises of promiscuity.

    And after you pointed it out, I kind of feel that this is very un-Samsungish, a brand which usually are very slick and sophisticated.

  2. August 4, 2008 at 2:25 pm

    so it’s basically an ego thing then, on the part of the agency? instead of getting professionals to write the script they did it themselves? instead of an proper director they did it themselves?

    This get’s me asking the following question: do clients need to put a link between them and the agency when it comes to reviewing creative work? A brandmanager at Samsung is hardly equiped to judge a storyline, is he? Do clients need a bull shit detector the up the anty and get better work?

  3. Digicynic
    August 5, 2008 at 1:35 pm

    Hi there.

    Thanks for your comment.

    I don’t think it’s an ego thingy. I just got the feeling technology came first and story came second. Which is quite normal as it’s the first time someone used this format.

    This format requires short film storytelling ability. Which is different from most of the things creative teams are used to to in agencies. There are obviously some people capable of doing that really well in advertising but they are very rare.

    So my point was just that sometimes it’s good to go outside of our agencies to get talent that we don’t have in-house.

    If you can combine this interactivity with strong and compelling narrative, you will have a winning combination.

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