Disney was the first advertiser to use our new Aurora™ HD Video technology, and after a successful campaign for Pirates of the Caribbean: Dead Men Tell No Tales, the team at Disney came back with another campaign for the new Marvel’s Spider-Man show on Disney XD.
With many good superhero stories, there is an interesting contrast between the hero and their secret identity. While the hero is off saving the world, the person that the public knows is often unassuming and caught up in the mundane day-to-day tasks of life.
Disney understood that this contrast is perhaps no more evident than with Spider-Man and Peter Parker, and the campaign wanted to deliver a unique way to bring this life, and give viewers a glimpse of the both “characters.”
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How it Worked
Disney tapped into the new Aurora™ HD Video technology to run multiple videos concurrently. As a voiceover played in the background that was relevant to both videos, the viewer could tap the screen to switch back and forth between the viewpoint of Spider-Man and Peter Parker. There was no limit to how many times the viewer could switch back and forth, and when the video was over, the viewer had the opportunity to replay it so they could see both “stories” in their entirety.
When the video was finished, the viewer also had the ability to tap into the calendar function of their device to add a reminder to tune into the series premiere.
Why it Worked
- Turning video from passive to active – While video is often considered a “lean-back” medium, the ability to touch the screen and impact what was being shown added in an element of interactivity that made consumers active participants in the experience.
- Tapping into native features – Text overlayed on the screen encouraged people to touch their device and highlighted how physical touch could impact the video in a way that wouldn’t be possible in other mediums. The campaign also leveraged the native calendar function in mobile phones.
- The ability to replay – The campaign was set up so that most viewers would alternate between Peter Parker and Spider-Man, and experience parts of both “stories” as opposed to viewing either of them in its entirety. By displaying a prominent “play again” button on the end-card, Disney allowed consumers to go back and experience the video in a different way and gave themselves another opportunity to drive engagement.
About Marvel’s Spider-Man
Marvel’s Spider-Man is an original animated series on Disney XD. Produced by Marvel Animation, the series tells the story of an unsure but courageous teen who has to figure out how to be a superhero and grows from the unassuming Peter Parker into the iconic Spider-Man.
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