Link to the interactive ad on Pepsi's website:
http://www.pepsi.com/en-us/d/content/2559/Pepsi-celebrates-music-and-football-proving-that-NOW-IS-WHAT-YOU-MAKE-IT*Must have updated version of browser and Adobe Flash to view the interactive experience.
Pepsi has globally released the latest ad of the
brand’s 2014 football campaign, which is an interactive commercial that
celebrates Rio, the game of soccer and music. The commercial stars the 2014
Pepsi All-Star #FutbolNow lineup—Robin van Persie, David Luiz, Sergio Ramos,
Sergio Agüero, Jack Wilshere, and four-time player of the
year, Leo Messi.
The interactive film
immerses the viewer in the experience with a series of moments for fans to
unlock. There are 11 interactive detours that give viewers control over the
narrative, in which the cursor turns into a symbol in the video. Once the
viewer clicks on the symbol the video launches into a short episode you
wouldn’t see otherwise. The additional interactive content allows fans to
create their own experience. For example, Leo Messi is shown reading a
newspaper. At that point in the video, the cursor turns into a newspaper. If
the viewer clicks at that moment, there is a scene where a crowd discovers
Messi on the street and rushes over to him. However if you do not click at that
precise moment, the scene quickly moves on and Messi picks up the paper and
reads it again. The advertisement meshes soccer and music through
singer/songwriter Janelle Monáe as she performs David
Bowie’s classic song, “Heroes.”
Although the
commercial is set in Rio and is full of all-star soccer icons, it does not
mention the World Cup because Pepsi is not the official sponsor. Archrival
Coca-Cola is, and the company has released documentary-style spots featuring
people from around the world, which shows how the game of soccer can bring the
world together.
This is the first
time I have ever seen a video where the viewer is allowed to control his or her
own experience with a series of moments to unlock. Although Coca-Cola focused
on the World Cup and how soccer brings people together, I
personally think Pepsi’s idea was much more creative and fun for viewers. In
order to unlock the videos, viewers must pay close attention to the cursor as
it quickly turns into a clickable symbol. If the viewer does not click it
quickly, the scene moves on to the various other extended scenes that can be
unlocked. This interactive experience offers twists to the stories of the
soccer players, Rio and Janelle, and how their worlds coincide with one another. I think Pepsi's unique interactive experience is going to change the future of interactive videos and how we view them.
No comments:
Post a Comment