Watch this (above)…. and then read below…

(Yes, Anth is THAT cool…)

Interactive movies, where the viewer becomes a character in the drama unfolding on screen (usually online) are being used in a variety of unexpected ways as gaming and filmmaking continue to merge.

The above campaign was one of the most successful online virals from last year for Radiotjänst (Sweden’s TV licensing body). The campaign attracted over 14 million unique visits within 8 weeks.

The film was produced by the Swedish ad agency Draftfcb as part of a viral campaign to get younger urban Swedes to start paying a broadcast fee for the Swedish public service system. The Observer reports that the campaign has resulted in 2,500 new broadcasting fee subscribers, well above the goal of just 500.

The basic idea was to encourage more people to pay their TV licence fee in Sweden. To do this they created a video clip where you the viewer could be a world hero and star of the clip. They did this by embedding a photo of you and your name in the film at different scenes. At the end of the clip you could register to pay your licence, and personalise your own clip to send to a friend. The dedicated website was marketed on TV, cinemas and print.

To try out the campaign for yourself go to http://en.tackfilm.se/

The clip below shows a nice brief of what and how they did it…

Cool… I think so….