No matter which means of leveraging video through interactive is chosen, it is the interactivity and targeting that makes certain campaigns stand out. Pre-roll is all well and good. But, if you compare the gorgeous creative from one of my favorite broadcast campaigns, from Levi’s, with the "When She's Hot" campaign from Old Spice, you’ll see that there is no comparison.
The secret to leveraging interactivity is enticement, and while the enticement doesn’t necessarily have to be salacious, in this case, it works because of where and how the ad was targeted. The Levi's ad doesn’t work for the same reasons, despite how gorgeous and clever the campaign is.
Results: Online video is not just about repurposing broadcast assets. The results of the Old Spice campaign simply blew away most online video when it received news coverage because of how it engaged users (Wall Street Journal, San Francisco Chronicle and iMedia), not to mention that it was forwarded more than 10 million times.
Does it count that the creative is hot? Of course-- but so was the creative in the Levi’s ad, for women. It just didn’t give users the chance to interact.