The "Dirty Work" of interactive video
Written by: Jessica Fritsche
A new show called “Dirty Work” is capitalizing on the high number of viewers who watch shows while using their tablet or mobile devices. How? They’re making the devices part of the overall experience by letting users opt-in to additional content delivered while watching the show.
The masterminds behind the show, Fourth Wall Studios, have done multiple creative, interactive marketing campaigns around Microsoft’s popular video game Halo, Steven Spielberg’s “The Beast,” and Nine Inch Nail’s “Year Zero,” giving participants a deeper connection with the content and making them part of the story. They call their immersive work “alternate reality entertainment,” providing platforms to draw viewers in with technology like augmented reality and what they call “transmedia stories.”
You can see the transmedia story in action when you watch “Dirty Work.” By requiring users to watch the show only on their site, rides.tv, Fourth Wall can control the viewing experience and provide additional content at various touchpoints throughout the episodes, including text messages, email, and video extras. And “Dirty Work,” which stars recognizable actors from popular shows like Bones, 24, and Hung, won’t be alone—Fourth Wall is set to release more shows later this year.
This kind of innovative, interactive approach to entertainment is something that marketers are starting to grab hold of because experiential content is memorable to customers. We made some suggestions on how to capture your audience’s attention when we discussed Nielsen’s new stats around mobile multitasking, and “Dirty Work” is a great example of those suggestions in action.
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