ONLY jeans experiments with interactive brand content

10. May 2012

“The Liberation” was an innovative interactive campaign launched in 2012 by the Danish fashion brand ONLY, aiming to rejuvenate its image and engage a younger audience. This digital experience seamlessly blended elements of film, fashion catalog, music video, and online shopping into a cohesive narrative.

The storyline followed three rebellious young women who invigorate a sleepy town with their adventurous spirit. Viewers could interact with the film by pausing at any moment to explore and purchase the featured clothing items, integrating shopping directly into the narrative.

To enhance engagement, the campaign incorporated interactive elements where users could influence the storyline, such as attempting to steal a pair of jeans, which, if successful, were sent to them free of charge. The soundtrack, featuring Swedish artist Lune, synchronized with user interactions, pausing and resuming seamlessly to maintain immersion.

The campaign achieved significant success, with traffic to ONLY’s website increasing by 442% post-launch. The dedicated campaign site attracted over 232,000 unique visitors and more than 410,000 page views. This innovative approach garnered industry recognition, including a Gold Lion at the Cannes Lions International Festival of Creativity.

“The Liberation” exemplified how fashion brands could leverage digital platforms to create immersive, interactive experiences that resonate with contemporary audiences, effectively merging storytelling with e-commerce.
Sources: Fast Company & lovethework.com

8. December 2020

Balenciaga’s “Afterworld” – fashion goes gaming!

With Fashion Weeks around the world forced online during the pandemic, Balenciaga imagined the next generation of virtual catwalk shows.

Afterworld: The Age of Tomorrow is a 3D web-based game that takes players on an interactive journey based on “mythological pasts and projected futures”. It explores the Fall 2021 collection modelled by 50 volumetric characters, all captured on Dimension/MRMC's Polymotion Stage.

Balenciaga's Afterworld blazed a trail for fashion in 2020. This futuristic fusion of volumetric capture and video gaming opened the industry's eyes to the endless possibilities of using realistic avatars and game engines such as Unreal Engine.

Source: Dimension Studios

5. May 2022

Kennt Ihr den Interaktiven Content auf NETFLIX?

Welche Möglichkeiten ergeben sich dadurch für Marken❓

Das bekannteste Beispiel von interaktivem Content auf NETFLIX ist vermutlich "Bandersnatch", erschienen im Dezember 2018 in der "Black Mirror" Reihe.

Im Film gibt es für die Zuschauer:innen immer wieder die Möglichkeit, den weiteren Verlauf der Geschichte zu bestimmen.

👉 Der Film hat also mehrere mögliche, individuelle Enden!

Weil das relativ neu war, wurde dass das Netz damals mit Kommentaren und möglichen Handlungsverläufen geflutet. Auch Netflix beteiligte sich über Twitter mit Tips und Hinweisen auf "easter eggs" und befeuerte so die Diskussion.

Die Kampagne um den Release herum war gut orchestriert und so entstand ein großes Momentum 👍

Welche Möglichkeiten eröffnet das für Marken?

✅ Interaktivität ist ein Mittel, um das Engagement der Zuschauer:innen mit dem Content zu steigern.
✅ Je nach Entscheidungen der Zuschauer:innen kann im weiteren Verlauf relevanterer Content angeboten werden.
✅ Bei einer guten Strategie kann man so Teil des "Watercooler Talks" werden.

👉 Es ist also technisch möglich, auf NETFLIX interaktiven Content auszuspielen. Da die Plattform gerade laut über werbefinanzierte Abos nachdenkt, würde es mich nicht wundern, wenn wir aus der Richtung noch was hören würden...

Die Frage ist, ob die Zuschauer:innen das auch wollen? 🤔
Wie sieht's bei Euch aus, Team Zuschauen oder Team Mitmachen?

2. May 2022

ABBA Voyage – Volumetric Concert

The most expensive tour in history of live performance is not even a tour.

ABBA’s virtual concert series, “ABBA Voyage,” has achieved remarkable financial success since its debut in May 2022 at the custom-built ABBA Arena in London’s Queen Elizabeth Olympic Park. The innovative show features digital avatars of the band members, accompanied by a live 10-piece band, performing 22 of ABBA’s classic hits. As of September 2023, the production has sold over 1.5 million tickets, generating more than $150 million in revenue. The show maintains a 99% attendance rate, with seven performances weekly, each grossing over $2 million. The average ticket price is approximately £85 ($105).

“ABBA Voyage” represents a pioneering model in live entertainment, blending advanced technology with live performance to create a unique concert experience. Its financial achievements and potential for global expansion underscore the viability of virtual performances in the modern music industry.

https://www.bloomberg.com/news/newsletters/2023-09-04/-abba-voyage-tour-makes-2-million-a-week-with-an-avatar-band

Source: Bloomberg