Our solution was to turn the Civic’s demo video into an entertaining piece of content where the user controls the experience. We created 9 unique minutes of video, packaged into one 3-minute story of a first date. The vehicle and features were seamlessly integrated into the storyline. As it plays, a user can use the arrow keys to change the level of greatness of the date.

By creating three different scenarios, we actually incentivized watching the same feature three different times.

YouTube pre-roll trailers teased the experience, encouraging viewers to click through to the interactive video housed on the Civic shopping site. Additionally, the experience was completely self-contained in interactive video pre-roll units. This allowed our potential Civic customers to engage with this fun experience wherever they were watching video content online without even needing to click-through to the site.

This engaging new take on the vehicle demo earned an average of 52.7 seconds beyond the standard 15-second pre-roll unit. It also tripled the click-through rate of standard video pre-roll. On the shopping site, a staggering 89% of people who started the video toggled to see other versions of the story. And they didn’t toggle just once or twice. Users averaged 18 toggles, that’s about one every 10 seconds, showing we captured and kept viewer’s full attention throughout the length of the demo.