Brief:

• Spanish telecommunications brand Movistar and digital agency Wunderman Buenos Aires teamed up on an interactive mobile ad campaign that uses digital storytelling to let viewers see two different perspectives of the same storyline by rotating their phone. The campaign uses a phone's gyroscope to detect its motion and change the content every time the phone is rotated, according to a statement shared with Mobile Marketer.
• The campaign features a video called "Perspectives" that tells the story of a teenager who is being cyberbullied. The action is divided into two parallel timelines, and the user can choose which one to follow. On one side of the story, the cyberbullying takes place at school. When a viewer rotates the phone, the video shows the effects of bullying when the victim is at home.
• The user gradually views changes in the teenager's behavior as a result of the situation. The story has two different endings depending on the user, with calls to action for adults to read the signs of cyberbullying and for victims to ask adults for help.

Insight:

Movistar and Wunderman's cyberbullying campaign is unique in that the content itself links to a phone's gyroscope, a sensor that detects the orientation of the device. Changing the video's storyline each time a phone is rotated encourages users to engage with the content, demonstrating how mobile devices differ from TV or desktop screens in their maneuverability and offering a more direct connection with a smartphone user's movements and attention.

The flexible viewing experience emphasizes the theme of the "Perspectives" campaign, which seeks to show how cyberbullying at school affects behaviors at home. The two different endings of the video also are customized for the audience, either urging teens to seek help or teaching parents to recognize the signs that their children are being bullied.

Videos that rely on a smartphone's gyroscope may have additional applications in adding greater interactivity to mobile campaigns that brands can tap. Virtual reality (VR) ads that have 360-degree videos can offer a similar experience in letting people move their phones around to see an immersive view and have been used to recreate home interiors and airplane cabins. As smartphone technology advances and marketers continue to experiment with more creative immersive content, perhaps more campaigns will begin to incorporate mobile devices' gyroscope technology to boost interactivity.