Lessons From 3 Interactive Branded Content Videos That Debuted Before Bandersnatch

Whether you follow popular culture or not, Netflix’s latest interactive Black Mirror episode has got marketers and consumers all over the world talking. But what does this new technology mean for branded content?

This isn’t the first move toward interactive content. Black Mirror may have caught everyone’s attention, but brands and entertainment suppliers have been creating interactive films for a while. To delve a little further, here are three examples of some interesting interactive content from the past couple of years and some lessons brands can learn from their efforts.

EKO: That Moment When

Over a year ago, interactive digital media studio EKO teamed up with Sony Pictures Entertainment and Olive Bridge Entertainment for a new comedy series entitled That Moment When, which follows lovable protagonist, Jill, as she navigates her way through awkward situations.

Create relatable content

People will always engage more if it’s about something they know or want to know more about. While Black Mirror delved into the darker side of technology, EKO takes on the everyday, awkward situations that everyone has experienced at some point in their life, enabling their audience to explore the mayhem of a familiar world.

Don’t ask for too much commitment from your audience

One of the issues people had with Black Mirror’s episode is that it often took 90 minutes of viewing to find out if they had made the right decisions. And let’s face it: With 10 possible outcomes being marketed across the internet, it’s inevitable that the audience will be left feeling a little dissatisfied because they have only seen 10 percent of the overall experience, one which is full of repetitions and do-overs. EKO’s project, on the other hand, cut its content into seven 8- to 12-minute episodes, creating an experience that is fun, short and, most importantly, something viewers could delve in and out of with ease.

Deloitte: Will You Fit Into Deloitte

Deloitte New Zealand partnered with digital video agency Snorkel to create an interactive recruitment video that enables viewers to walk in the shoes of a new Deloitte employee and decide their course of action.

Have a clear purpose

Having a clear purpose is important with any piece of content, but it’s particularly essential when it comes to interactive videos. Audiences need to know from the beginning why they should spend time going on this journey. This is where Deloitte’s film excels. From the start of the video, viewers are immediately immersed into real-life situations that they may encounter and made to consider how they would react, giving future employees an opportunity to see whether they share the same values and could really be a part of Deloitte’s company culture.

Tell a story

Don’t just make content for content’s sake. Tell a story that will really take your viewers on a journey. In varying capacities, both Black Mirror and Deloitte’s films use believable characters to explore the conflicts and tensions, twists and turns, good and bad outcomes of their tales, ensuring their viewers go on either an entertaining or informative adventure.

Maybelline New York: Product tutorial

Partnering with fashion blogger Kelly Framel of The Glamourai, Maybelline New York created a step-by-step interactive tutorial of four different looks around a single core product: their new Big Eyes mascara.

Don’t shy away from innovation

The makeup industry has been revolutionized by online video tutorials. Even though Maybelline New York’s video isn’t ground-breaking, they stepped outside of the box by adding an interactive element, allowing their viewers to navigate through different styles with ease.

Embrace the niche audience

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Sydney Lucken

@navigatevideo

Sydney Lucken is the business and marketing executive at Navigate Video.