Hugo Boss Interactive YouTube Campaign Lets You Control The Story…With Your Head

By Megan O'Neill Comment

Hugo Boss is taking YouTube campaigns where they’ve never been before with a new interactive experience to promote their new Hugo Just Different fragrance.  The Just Different campaign features an art film with three different variations and, with the help of your webcam, you can switch back and forth between the variations by simply tilting your head from side to side.  It’s a head-turning experience…literally.

You can “see things differently” for yourself by heading over to the Hugo Boss TV YouTube channel and calibrating your webcam.  You’ll be asked to clock in your head position and then you’re set to go.  As you watch the film you can choose from three different variations—”Movie” on the left, “Theatrical” on the right, and “Story” in the center.  When you move your head from side to side to switch between them you’ll see new elements fading in and out of the scene.

The film is dark and artsy—men in suits walk through various locations picking up red briefcases to bring them to a final destination.  There are all sorts of interesting things to catch your attention, whether you are watching the Movie, Story or Theatrical variation, and although there isn’t so much to the plot (if you can call it a plot at all), it definitely accomplishes the goal of getting people to “see things differently.”

I am so excited by all the new possibilities that this campaign opens up.  I hope that we will be seeing more interactive YouTube experiences like this, that let viewers have a say in the action without having to click a single button.

Check out the video below and then click here to experience the Hugo Just Different interactive YouTube campaign.  Feel free to let us know what you think in the comments!

Megan O’Neill is the resident web video enthusiast here at Social Times.  Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.