Monday, March 5, 2012

Peugeot - Let Your Body Drive

To promote the idea that the new Peugeot 208 is like an extension of your body, BETC Euro RCSG developed an interactive Youtube experience/video entitled 'Let Your Body Drive.'  According to Peugeot, the new 208 'has been designed to be perfectly in tune with the driver's body: more intuitive, more sensation, more stimulation. It allows the body to express itself fully, and the new interactive film perfectly illustrates this'.

That of course, tells you nothing about what exactly 'Let Your Body Drive' is all about.  Simply put, it's a choose-your-own-adventure story using Youtube annotations.  You're put in the shoes of a naked dude who's just been caught cheating on his girlfriend and is basically wandering the streets in his birthday suit.  Choose correctly and you get back together with her.  Choose poorly and...well you get the chance to play again.

The story is well done and amusing throughout.  Respect to them for not hitting the user over the head with Peugeot 208 branding/messaging throughout the experience.  From a more technical perspective it's nice that the experience takes place within a single video.  Many choose-your-own-adventure type executions using Youtube annotations pop the user off to a separate, unlisted video at each decision point.  That's great in terms of protecting the story flow, but from what I've seen there's significant drop off/bounce when users are taken to a separate video, rather than jumping another point within the same video.

'Let Your Body Drive' is part of a larger digital & ATL campaign that's currently running.  The interactive video is also nicely integrated into the new Peugeot 208 campaign site, which houses previous interactive experiences and promotions for the 208.

Have a play around yourself by going to their Youtube channel or see below.



via my colleague Inga Spitzer