So, the interactive music video is finally here. The music video that – as interactive television was hailed as – allows you to watch a video and click your way to all the products you see in the video, be they cars, clothes, sunglasses or whatever.
First out is the Irish band The Script – here’s their MySpace page – where you during 255 seconds can click on 242 different articles. From a marketing point of view, it is a bit interesting. But to call it “enriched music video”… well, let’s just say it might be “annoyingly distracting music video”.
As with all new technology, it’s all in how you use it. There’s no point just slapping on these clickable things (well, for The Script there was a point, seeing as they were first and got their fair amount of publicity) as they don’t contribute to the whole, instead just act as a distraction. Once the novelty wears off, it’s no use.
My suggestion would be to carefully develop a music video where this marketing tool is a natural way of the story in the video, supporting the music, supporting the visuals, and in turn being supported by them. THAT’S something that would keep them coming back, methinks.
Anyone want to hire me to do it, gimme a pm 🙂