We’ve been noticing a few instances of creative brand work that compels viewers to participate in the storytelling by selecting a potential action within or outcome to the story. One of these was the Metropolitan Police’s “Choose a Different Ending” campaign that won at Cannes last week. The most recent example we’ve seen is Google‘s latest entry for the “Chrome Fast” campaign, titled “FastBall – A Race Across the Internet“. The Flash-based game was designed for YouTube, to celebrate Google’s latest version of the Chrome browser, with Adobe Flash Player now built-in.
Developed by BBH, the video game challenges viewers to participate in timed questions at intermittent points in the Chrome ball’s obstacle-course-style race to the finish line. The whimsical, DIY-style obstacle course – and the challenges posed to viewers within the spot – are meant to embody the speed at which Google Chrome gets you to where you want to go online. Participants are encouraged to compare their score along each challenge to the record-holders’, and to share their score – and the video – with others.
This is a great example of how an online spot, or video, can engage by allowing viewers to participate in the storyline – simulated or not. This particular piece is also a great example of how human nature – and our competitive streaks – can be spurred in order to help deliver a brand’s message.
[via Google Blog]