In this edition of the Creative Showcase, we’re exploring how mobile users were captivated by an interactive Aurora™ HD video ad for Transformers: The Last Knight.
To get started, we sat down with Skylab’s senior interactive designer Cande Lopez to understand the perspective of the team who elevate the traditional movie trailer experience.
Without further adieu, here’s the ad:
Why It Works
This interactive mobile video ad follows a number of creative best practices, including:
- Quick cuts. A staple of mobile video advertising best practices, quick cuts ensure that the user’s eyes stay glued to the screen. While many mobile ad creatives will leverage quick cuts in just the first 5-10 seconds of the ad creative before breaking way to longer scenes, this video maintains quick cuts throughout. Indeed, the 30 second spot has 36 unique shots. This rapid succession of cuts created an energy that supported the action-themed content.
- Invitation to engage. As interactive mobile video is still relatively new, users often aware when a video they’re watching is also something they can interact with. As such, providing a clear prompt to engage is advised, which this video does via an animated text overlay instructing users to “wipe away the dust” on the screen.
- Affirmative Engagement. Yes, on the surface it may seem that using debris and particle effects for an action movie is a straightforward choice as it ties in well to the content being advertised. However, there’s a secondary level of engagement at play here that is brilliant: users are enticed to perform an action in order to see the movie trailer.By swiping, they are confirming that they do indeed what to see what’s happening. In so doing, the users are deciding and affirming through action that they are interested in the content, and therefore the movie itself. Just as they must complete an action to see the trailer, so they must complete another action (via going to a movie theater) to see the movie.
Immersive feedback. By accenting key action moments with haptic feedback, the users are drawn deeper into the ad experience, improving the memorability of the ad.
- Prominent branding. As is normally the case with movie advertisements, this video opens with Paramount title card, providing prominent and clear branding that lets the user know the nature of what they’re about to watch. Shortly before the video resolves to a dynamic end card, the screen is consumed by the movie logo, providing another opportunity for the movie title to be remembered by viewers.
- Focus on characters. For those who aren’t as familiar with the Transformer series or who otherwise have trouble remembering the names of the key autobots, the dynamic end card offers users a chance to see these characters up close. By providing this final closer look on the characters, the ad creative effectively aids to personify the cast, leaving a lasting impression on the viewer.
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The AdColony Creative Showcase examines what makes top performing mobile ad creative successful. How do you optimize your mobile video creative? Tweet us at @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.
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