Brief:
- "Resident Evil 2," the latest installment of Capcom's hit horror videogame franchise, is rolling out with a YouTube video ad that lets viewers make decisions about its storyline. The "Choice Is Yours" video has end-cards with a menu of clickable actions to select characters and change the direction of the story, according to an announcement shared with Mobile Marketer.
- One-third (33%) of people who watched the ad chose to continue the experience, with 85% of those viewers following the narrative to its end, said Kais Ali Benali, the U.K. managing director at creative agency Biborg, which developed the video in YouTube's TrueView ad format, in a statement.
- The immersive experience invites viewers to uncover different scenes from the game and order a copy. Biborg is relying on paid placements to reach many different types of gamers, inviting its most engaged audiences to discover multiple adventures.
Insight:
The news comes as publishers continue to explore playable ads on mobile even as marketers remain cautious. Including a choose-your-own-adventure element to such ads could encourage more consumers and marketers to engage. The interactive ad for "Resident Evil 2" is a compelling way to reach gaming fans by letting them experience some of the thrills and chills for the horror videogame franchise that was first introduced about 20 years ago and inspired a series of movies. The 33% engagement rate demonstrates that interactivity and immersion can be effective techniques, especially for the younger consumers that Capcom is likely targeting with its latest video game.
The interactive video ad comes as content creators are experimenting with interactive storytelling on streaming platforms like Netflix. The company last month introduced a choose-your-own-adventure movie, "Black Mirror: Bandersnatch," as the latest installment of the dark sci-fi series. The interactive format can give Netflix greater insights into customer preferences, as depicted in the first choice viewers are asked to make among two breakfast cereals.
While Capcom's content is well suited for interactive ads, other marketers likely will test the waters. Walmart in October announced a joint venture with the video technology developer Eko to create such interactive content as cooking shows and toy catalogs. Eko previously worked with other brands, including film studio MGM on an interactive update to the '80s movie "War Games."
