Brands Succeeding in Mobile with Millennial Media: Spotlight on Patagonia Interactive Video

This past April, we ran a campaign with Patagonia around The Patagonia Music Collective, an initiative where the brand worked with top musical artists to offer exclusive tracks on iTunes, with all proceeds going to an environmental group of the artist’s choice. As part of the initiative, Patagonia created their own app, which allowed consumers to buy songs, or learn more info about the artists and environmental groups.

As a follow-up, we recently worked with Patagonia to develop a second campaign that leveraged our innovative Interactive Mobile Video.

The creative played a video featuring Medeski Martin & Wood (one of the artists featured in the latest volume of the Patagonia Music Collective). The Interactive Mobile Video Ad layered the eye-catching video experience with interactive elements designed to encourage direct consumer engagement.

Patagonia chose from a variety of different “interactive buttons” to overlay the screen and fulfill multiple advertising objectives. They selected the“Buy” button which took the consumer to iTunes (where they could purchase a song and instantly sync it to their phone), and a “Download” button that let the user download the official Patagonia app. Consumers could click the buttons at any point in the video, and once they were done with their particular interaction, the video would continue playing where it left off.

The creative additionally included a “Replay” button, which would restart the video, and a “Continue” button that returned consumers to their previous destination.

By combining mobile video, with interactive options typically found only in digital rich media campaigns, Patagonia gave users an immersive mobile experience that led to direct sales and downloads.

For more info on the campaign, check out the video below: