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Can live interactive videos be effective tools in marketing campaigns?

The National Film Board released a new movie and it’s redefined the idea of audience participation.

Late Fragment, a story about the lives of three strangers intertwined by tragedy, is an “interactive” film: a click of the Enter button on the DVD remote, and the scene, character and storyline changes.

Every separate click can cause the story to unfold a completely different way. Ultimately, the full story of the three characters is uncovered, and depending on when viewers clicked their remotes, the movie is a unique experience for each individual.

Obviously, it’s tempting to use a similar idea in an interactive marketing campaign, but anyone considering it should proceed with caution. Late Fragment was written so its story could unfold under many different paths. That idea doesn’t necessarily translate when you have one hard message to convey.

Do interactive videos have a place in marketing campaigns?

Incidentally, part of the marketing campaign behind Late Fragment involved a screening at the National Film Board in Toronto, and viewers got a chance to test drive interactive technology themselves. Stay tuned to see if the NFB holds another.

Categories: Features