Interactive trailers are nothing new, with both “Avatar” and “Iron Man 2” boasting standalone widgets that allowed users to launch behind-the-scenes goodies from within the preview.
For “Avatar’s” Blu-ray release, though, James Cameron wanted to create a special interactive promo that could play from within rich-media ads running on countless sites in 15 countries, encouraging people to explore the world of Pandora in hi-def.
Fox commissioned U.K.-based ThinkJam and digital ad server EyeBlaster to deliver a custom 30-second HD montage.
“We wanted to change people’s minds about what you can do with video, how you interact, says ThinkJam CEO Daniel Robey. “Instead of stop and pause, we give them a whole new dimension of control, where they can click and zoom to see the footage at full resolution.”
What does “Avatar’s” innovation mean for future campaigns?
“Click-through rates are really terrible for most online advertising,” says EyeBlaster director of innovation David Aron. “The ideal scenario is anytime you can bring as much content as possible into an ad, taking things that would normally live on a microsite and making them measurable interactive components of the ad.”