Cheer detergent is rolling out what it claims is an industry first: A clickable YouTube video that takes you to a non-YouTube site.
The music video, for the song “Climbing Walls” from Strange Talk, has colorful objects, which viewers can click to be entered to win them. Those prizes include socks, dresses and a Fender Stratocaster, among other items.
The unique approach underscores the brand’s attempt to woo a young, digitally savvy audience. According to the Cheer folks, the brand’s marketing budget is now 100% digital, and the brand is being positioned to appeal to consumers who want to express their individuality. (Tagline: “We dig color.”)
One slightly confusing element to the campaign? The objects are clickable only at certain times. Text that’s superimposed in the video notes that “There will be new stuff up for grabs around 3PM EST on August 17th.”
Us early morning risers and night owls wish the video could be interactive 24/7.
Courtesy of Mashable.com.