Carly Rae Jepsen allows fans to control music video plot
Singer Carly Rae Jepsen's latest music video features an interactive experience through a new mobile application, bringing fans closer to the action and heightening the impact in a category that has lacked mobile innovation of late.
The music video has just launched its revamped version through interactive video developer Interlude where users can control their music video experience through popup text. The innovation takes the form of a text message conversation complete with emojis in which the user is asked a series of questions and how he or she responds influences the content of the video, creating a unique and personalized viewing experience.
"We believe that mobile is critical for interactive video experiences," said Brian Harris Frank, President of Interlude Music. "As the majority of millennials view video on their mobile device, we prioritize the mobile video experience for our projects.
"For the Run Away With Me video, the interaction is based on the concept of texting with Carly Rae Jepsen on your phone to change what happens in the video," he said. "Furthermore, while our experiences can be enjoyed across desktop and mobile, there is something inherently interactive in mobile devices, touch screens and other mobile specific features like motion control unlock all new exciting mechanics, creating an even stronger bond between viewers and content.
"Our mission is to deepen the engagement between Artist and Fan. By giving the viewer the ability to manipulate what happens in the video by using the touchscreen of their device, we are transforming the video experience and bringing it one step close to the gaming world."
Runaway with Carly
The timeline of the video showcases Ms. Jepsen traveling around the world, set to her music, while a popup message appears in the form of an iPhone notification instructs the viewer to answer questions with an emoji to impact with Carly does next.
Following the alert, a text message shows up in the video asking ?where in the world are you today,? along with emoji options such as flags for the U.S., France and Japan. Once the user clicks an options the following footage shown will be based on whichever flag was picked, for instance if the Japanese was picked the video then shows Ms. Jepsen strolling around a busy street in a Japanese city.
The message thread is a fictional conversation between the fan and Ms. Jepsen. Later options in the video show her riding a bicycle upon the user clicking a bike emoji and wearing sunglasses after a smiley face with the accessories is chosen.
Mobile video
Mobile video with interactive experiences are making their way to the mainstream of marketing and are proving to be an effective manner in connecting with consumers.
For instance, GE and vehicle manufacturer Mini are transporting New York Times subscribers into fully immersive brand experiences as sponsors of the publication?s first virtual reality film, which is being released via a smartphone application (see more).
Also, Bacardi Limited?s Dewar?s Scotch brand bolstered its mobile marketing efforts by introducing a 360-degree virtual reality experience on a mobile-optimized microsite, enabling fans to take a guided tour through the Scottish highlands and immersing them in how the whiskey is made (see more).
"An interactive experience opportunity is hugely important because music fans do not just want to listen anymore, or just watch a music video," said Rob Gregory, CRO at WhoSay. "They want to be creators too.
"It is all about their chance to do something creative with song lyrics or artist imagery or a storyline," he said. "As far as the future of mobile video goes, the future basically is mobile video.
"That is where consumers are. There will also be more social integration, what is the point of creation if the fan can not share it easily."
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer