This interactive video (demo below, but you really must click here to experience it yourself) by Amsterdam-based prog-rock band Light Light for new single Kilo asks viewers to use their mouse cursor to follow particular pathways onscreen, highlighted in green.
Once they have the hang of that, the action shifts to a studio where they can use their cursor to play bass, do a bit of boxing and make a mask for various band members. In a brief NSFW section, they’re also asked to keep your cursor off a naked woman. Unsurprisingly, some participants haven’t taken that instruction altogether seriously…
At the end of the experience, your cursor’s journey joins the swarm of cursors that already form part of the video. Viewers are also invited to purchase the single from the group’s Bandcamp page.
Via Studio Moniker in Amsterdam.
We’ve seen interactive music videos before: 2012’s Bravest Man In The World by Bobby Womack echoed 2011’s Wilderness Downtown by Arcade Fire: both used Google Chrome to provide a compelling experience. But it’s refreshing to come across a video that isn’t a link-up with Chrome and which uses the cursor key, a largely overlooked part of our daily digital lives, to create a deliciously original and playful film. The look of the video is also a perfect fit for Light Light’s proggy weirdness.
The take-out for brands here is that focusing on the more basic elements of our digital interfaces can often spawn a more memorable experience. Magazine Luiza, a Brazilian retailer, used an Offer Shortener which used the same principle as URL shorteners to promote in-store offers and keep rival stores on their toes, while Swedish human rights organisation Civil Rights Defenders used CAPTCHA tests to promote its work. If a particular tool or mechanism is familiar to consumers, it can potentially become a powerful short, sharp medium. It the case of Light Light, fans have the additional joy (or headache?) of trying to spot their cursor in the video on subsequent viewings…
This is the latest in a series of blog posts from Contagious Feed, a database of the most creative and effective marketing campaigns around. Contagious – a midem content partner – guides and advises brands and their agencies on competitor activity and future opportunities. More information here.