Wieden + Kennedy NY has launched Nike Jordan's newest shoe, the CP3.V, with a
180 degree interactive video.
The video puts you into the middle of a fast break, the most chaotic situation in basketball, and allows you control what goes on around you.
Quick Controls Chaos, created for the Nike Jordan brand, allows you to choose which angle you view the game by sliding your mouse across the screen. To capitalise on the chaos, you can click on any unusual action on the court to watch it played back in full.
From a horse galloping into the game to a woman falling into the arms of a basketball player, there's plenty of action to choose from. Alongside pop-ups to view more video content, there are quotes you can click on or you can see the shoe worn by the players in more detail.
Using 17 Red cameras to capture the action, Wieden + Kennedy created this ad which relies on over 100 streaming videos that are swapped out as users change angles on its dedicated website. It's a slightly surreal experience but plays the chaos idea to the max. As it's so fast paced, it's sometimes hard to catch the buttons to display more about the shoes or additional videos, but if you are really interested in finding out more you can replay the main video.
Though this is very technically advanced, it lacks the personalisation that other interactive video campaigns have used. The Man vs. Bear campaign for Tipp-Ex in the UK allows you to choose what a hunter will do to a bear after whiting out the original title (we tried kissing, eating and dancing with but the options are endless). The Desperados Experience takes this one step further by not only collecting details of your age and location to let you into the party, but by allowing you to connect via Facebook, it includes images of your friends. When the video ends with your face tattooed on some man's chest, it's a no brainer to share online.
With this level of sophistication of interactive video entering the market, it'll take a lot to impress consumers but they will be more willing to watch if you do keep them involved. As long as the ways of gathering consumer stats are cleverly embedded in the action, advertisers will have more consumer insight into video than ever before. It's a missed opportunity if you do otherwise.
Reader comments (2)
12:54AM on 18th January 2012
I think you're right on this video - which seems a little out of the ordinary for Nike. However, do you think a male would have a different reaction or connection to it? Or male athletes? I think one of the problems is that there are also a lot of cultural references that some people may not see or understand ... adding to confusion.
Interesting video though, I hadn't seen it yet. Thanks for sharing.
Kadee
@produxs
Editorial Director at Econsultancy
10:11AM on 18th January 2012
I enjoyed the ad - it was fun and innovative. I do think they missed a trick by not creating a vehicle to allow the user to interact and affect the outcome (more engagement and repeat viewings) and to collect valuable data to help them understand who interacted with the ad. I think we'll see a lot more ads like this in the future, but then again I'm a sucker for these types of things.
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