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Thanks to technology, our world is becoming smaller
and smaller every day. Never before have we been
able to connect with people across the globe in mere seconds. But some believe technology may build
more walls than bridges.
The future of content marketing depends on utilizing technology to create stories that resonate with audiences on a human level. These technologies
have already arrived, and brands known for creating innovative content are using them to build
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the human story
Research shows that an easier purchase pathway positively impacts conversion rates and creates a better user experience. An integrated checkout flow like the one in this campaign reduces friction, while still showing products in context.
When developing interactive video, you'll need to find the right technology partner to help you bring your stories to life. There are a variety of vendors in the interactive video space who make it easy to create branching videos.
Interactive video is the next step in video marketing. It allows for a “choose your own adventure” experience that transforms passive viewers into active participants.
In Nike and Lidyana’s campaign, viewers are prompted to select an exercise for the main character to perform. As she works out, interactive buttons appear on her clothing, enabling viewers to explore merchandise and add shopping cart items right from the video.
According to the Corporate Executive Board (CEB), emotional messages are 2x more likely to engage consumers than promotional ones. This aligns with Nike and Lidyana’s goal to create a personable main character.
As you develop your own interactive video content, make sure your main character is relatable and fun. They serve as your audience’s eyes into the story, so they need to be more than just a spokesperson for your product.
With the story of a young woman’s morning workout routine, Nike and Lidyana make online shopping a much more relatable experience. The sportswear comes to life as the woman stretches, jogs, and lifts weights.
The narrative is designed to help viewers put themselves in the main character’s place, driving an aspirational response that has as much to do with her fitness gear as it does with her healthy routine.
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Nike and Lidyana partnered to create an interactive video that tells the story of a young woman starting her day with a morning workout.
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UP NEXT: MIGRAiNE EXPERIENCE
With attention spans growing shorter, 70%
of marketers believe interactive content is an effective way to engage audiences.
Interactive content utilizes multimedia elements to create a richer viewer experience.
When developing interactive content for your marketing program, consider how you can tell your story with visuals, animations, and interactions in addition to words. This approach will enable you to deliver a narrative that fully utilizes the power of interactivity.
As an innovative sports brand, the Dallas Cowboys wanted their Deep Blue series to
push the envelope. Driven incorporates multimedia elements like animations, videos, GIFs, and images alongside the copy to create
a more dynamic experience that immerses
fans in Jason Witten’s journey.
Scientist Paul Zak says sad stories help
people forge connections, leading to feelings
of empathy and trust.
Creating an emotional story is an excellent way to connect with your audience. The key to a successful emotional story is authenticity.
When developing your story, make sure it feels genuine and resonates with your readers.
The Dallas Cowboys introduce fans to tight-end Jason Witten in Deep Blue: Driven. The immersive story explores how Jason’s love for sports helped him triumph over a childhood filled with adversity.
Incorporating childhood pictures and interviews from family and friends, viewers discover Witten is more than just a star player. He’s a real person who learned how to be a leader and team player through football.
The Dallas Cowboys developed their Deep Blue documentary series as a way to give fans a more in-depth look at the team’s history, players, and coaches.
The supplemental interactive biographies use multimedia elements
to guide fans on a journey through the eyes of their favorite team.
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The VR industry is projected to hit $1 billion in 2016 and grow to $80 billion by 2025, making it a huge marketing avenue for brands.
Virtual reality may be too complex for your brand to invest in right now, but keeping a close eye on VR developments is a smart idea.
Even if you’re not ready to produce VR content yet, start thinking about the kinds of stories your brand could deliver using this new medium when your market is ready.
Using the power of VR, Excedrin developed the Migraine Simulator to show those not suffering from migraines why the symptoms many face shouldn’t be taken lightly.
With the help of those who regularly deal with migraines, Excedrin was able to replicate symptoms like blurred vision, blinking spots, bright lights, and dizziness.
61% of customers feel better about a brand after interacting with custom content.
The best way to develop a strong relationship with customers is to create valuable content that’s relevant to both your brand and audience’s needs.
Excedrin’s Migraine Experience serves the company’s product, while highlighting a common problem many of their customers face.
The Migraine Experience explores how four people handle migraines in their daily lives.
The viewer is introduced to a married couple, mother and daughter, coworkers, and best friends to show how migraines happen to anyone and affect all types of relationships.
Highlighting multiple perspectives makes it easier for viewers to relate to each pair’s emotional struggle, as well as the hardship of experiencing daily migraines.
Using virtual reality technology, Excedrin developed a simulator to demonstrate how migraines are more than "just a bad headache."
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Showtime’s haptic campaign reported
a 502% above-average industry click-
Haptic technology can be a powerful tool for increasing mobile engagement. If a large portion of your audience uses mobile devices to interact with your brand content, using haptic technology to increase audience interactivity may be worth considering.
When a user interacts with content on a mobile device utilizing haptic technology, a variety of physical sensations occur, resulting in a more tactile and engaging experience.
Showtime utilized this technology in their season 4 Homeland trailer, deploying 60 vibrations in the course of a minute when viewed on a smartphone through Showtime’s app. These vibrations occurred during some of the trailer’s tenser moments to create a more thrilling viewer experience.
Suspense is a valuable storytelling asset. According to an experiment conducted by psychologist Bluma Zeigarnik, unfinished plots are twice as memorable as completed ones.
Content marketers can learn a lot about pacing and tension from hit TV shows and films. Creating a compelling story that hooks audiences is just as crucial for brands as it is in Hollywood productions. When developing your story, consider opportunities to ramp up suspense and ways to keep your audience invested in your brand content.
Showtime’s successful political drama Homeland follows Carrie Mathison (Claire Danes), a CIA officer who believes a prisoner of war recently returned to the United States was turned by the enemy and is planning an attack on U.S. soil. Homeland’s season four trailer balances suspense and action to keep viewers on the edge of their seats.
Using haptic technology, Showtime added an extra level of interactivity to Homeland’s season four trailer. Viewers who watched the special mobile trailer experienced vibrations and rumblings on their devices, with the most intense sensations occurring during a bomb explosion.
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UP NEXT: ABOUT THE CREATORS
Today, 1 in 6 people uses wearable tech, and 71% of 16–24-year-olds are interested in purchasing a wearable device (like a FitBit
or Apple Watch).
Content for wearables needs to tap into immediacy and experimentation. Consumers who use wearable tech check it on the go and won’t be able to spend time engaging with long-form content.
Wearable technology is becoming mainstream among consumers, and many marketing programs are taking advantage of this new channel.
British Airways’ Happiness Blanket is like a distant cousin to the Apple Watch. The LED blankets are connected to bluetooth-enabled headbands that track brainwaves to detect emotions. If passengers are anxious or dissatisfied, the blankets turn red; if they’re calm or happy, it turns blue. This technology enables British Airways to gauge their customer service in real time and adjust their approach.
64% of people say customer experience is more important to them than price. Make sure your content provides a great audience experience.
Great brand storytelling should put its customers first. Consider how you can incorporate more of your customers’ interests, needs, and desires into your content marketing efforts—as British Airways did with their Happiness Blanket.
British Airways developed the Happiness Blanket to gauge how passengers feel at any given moment. Flight attendants were able to see when someone was dissatisfied or nervous and come to their aid.
The Happiness Blanket allowed for a more instinctual level of customer service, while providing British Airways with a better understanding of what passengers liked and what they could improve.
In an effort to learn more about how their passengers feel during overnight flights, British Airways developed the Happiness Blanket. Connected to a headset, the blanket changes colors depending on the wearer's mood.
The future of storytelling technology has arrived. Bring your human stories to life with Ceros’ interactive content creation platform.
Column Five is a content marketing agency that does good work with good people.