Today’s feature campaign from www.millennialmedia.com/brands is an engaging Interactive Video campaign from Patagonia.
The campaign was for the “Patagonia Music Collective,” which is a charitable initiative Patagonia undertook with top musical artists to raise money for environmental groups. The specific campaign goals were to drive app downloads and direct sales of Patagonia music songs.
Mobile video allowed Patagonia to immediately grab the attention of the consumer, and provided them a creative way to highlight a participating artist and showcase a musical sample.
Here is a video of the unit in action:
During the ad experience, Patagonia overlayed two unique buttons on top of the video that allowed consumers to engage with the ad.
Patagonia had over 15 different choices of buttons that they could potentially use to further engagement and action. Of these, they selected a “Buy” button, where consumers could go directly to iTunes to purchase music, and a “Download” button, where consumers could download the official Patagonia music app. After consumers clicked on either button and engaged with the ad, they were taken back into the video experience.
We have had other advertisers use our Interactive Video product to achieve completely different objectives, such as Buick, who ran an awareness campaign and overlayed “Share” and “Learn More” buttons.
To learn more about the Patagonia or Buick video campaigns, visit www.millennialmedia.com/brands.