Maybe “Choose Your Adventure” isn’t dead after-all? Israel-based Interlude (helmed by CEO Yoni Bloch) recently launched an interactive music video for “Say You Like Me” by We The Kings. The video features Interlude’s patented technology platform which lets online users make decisions about a video’s course in real-time. The company boats that the video never pauses and the experience is always seamless.
The Choose Your Own concept has been flirted with by filmmakers before, but these might be the best results yet. This particular video — clearly aimed at a younger/social network-based audience — plays like a music video combined, anime/graphic novel and video game all at once. Interlude cleverly supplemented a Scott Pilgrim-esque narrative, and video game challenges that reference Guitar Hero, 1st person shooters, and Mortal Combat. The “viewer” controls one of the four band members as he tries to save the girl from the bad guys while the band plays the catchy song in the background. If the band-member that the user controls fails at a task along the way, they ‘die’ and the viewer can carry on the quest with the next of the remaining three band-members.
What’s even more exciting is that Interlude is banking on the personalization and uniqueness of the video experiences that are created to A) entice the audience to engage with the video longer than the average video and B) entice the audience to share the video that they created/experienced with their friends online. If it all adds up, this technology could change the future of music videos, online advertising, and transmedia storytelling.
Could interactive ads and music videos spawn mainstream interactive features (there have been under-the-radar interactive features in the past)? Has Interlude unintentionally created the killer app for touch-screen phones and tablets that can handle Flash? Is this the bit of technology that social films need to take off?
Be sure to check out Madewell’s interactive fashion video here to see what this technology could do in the hands of advertisers and brands.
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Nerds rule.Song: Heaven Can Wait
Artist: Charlotte Gainsbourg (featuring Beck)
Let’s be honest, everything’s better in slow-mo. This wonderfully entertaining video was directed by Keith Schofield.
