Last month it was announced that Virgin Mobile is tapping into the wonders of neuroscience for a new series of YouTube ads that react to a viewer’s blinks. Is this the very pinnacle of responsive marketing? And what do innovations such as this mean for professionals working in the field?
According to reports, Virgin’s groundbreaking campaign includes a series of 25 responsive videos. Apparently, the technology fueled by your webcam – called “Blinkwashing,” – time-codes each word across the 25 videos to “create a smart caching system that switches seamlessly between videos whenever the viewer blinks.”
The stunt, created by rehabstudio, Greencard Pictures and Mother New York, is not the first time that YouTube has been used as a vehicle to pioneer innovative marketing techniques. Last year the medium was used to debut the first ever shoppable music video in conjunction with online retailer SSENSE, which featured artist Iggy Azalea alongside designers Givenchy, 3.1 Phillip Lim and Rick Owens. And earlier this year Volkswagen illustrated its DSG Tiptronic Transmission technology with a YouTube ad that automatically skipped itself.
There is no doubt that marketing has changed exponentially in recent years, and the skills and experience that employers in this area desire has undoubtedly shifted to reflect this. Big brands are now not only looking for cutting-edge ideas, they are also seeking the technical expertise to make these revolutionary campaigns happen. After all, it is only by pioneering ever more creative ways to engage their audience that iconic brands are able to continue to spark conversations about the methodologies used.
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