Having a car accident while driving high would be horrible. But if it’s never happened to you, it’s also pretty hard to imagine. What if we could create an experience that feels so real – even if just for a moment – that it never actually becomes real?

Data insight: Texting is the #1 way teens start conversations with their friends. (Source: Pew 2015.) Considering that our goal was to enable a conversation between parents and their teenagers, it seemed natural that the idea leverage a smart and innovative SMS tactic.

To create a synchronous, channel-jump moment from video to SMS, we combined five technology platforms: IBM Marketing Cloud, an on-demand video rendering engine, YouTube, a L.A.M.P. web service stack and triggered SMS.

On originality:

Personalized video has been done before (e.g., “Elf Yourself”).

Personalized real-time email has been done before (e.g., fraud alerts).

Personalized SMS notifications have been done before (e.g., mobile roaming alerts).

However, the real-time integration of marketing technologies to combine all three into one seamless, real-time story experience for a brand is, to our knowledge and research, a global first.

To create a synchronous, channel-jump moment from video to SMS, we combined five technology platforms: IBM Marketing Cloud, an on-demand video rendering engine, YouTube, L.A.M.P. and Triggered SMS.

The interactive film experience is driven by key data we acquired from parents. So the campaign’s other elements (e.g., TV, OOH and online media) focus on raising awareness about high driving, and convincing parents there’s a way we can help start the conversation.

Based on the following criteria, we believe this to be a first of its kind interactive video execution:

– Personalized video has been done (e.g., “Elf Yourself”).

– Personalized real-time email has been done (e.g., fraud alerts).

– Personalized SMS notifications have been done (e.g., mobile roaming alerts).

– However, the real-time integration of marketing technologies to combine all three into one seamless, real-time interactive film experience for a brand is, to our knowledge and research, a global first.

The best stories have layers of meaning. We used data and technology to enhance and dimensionalize this story, and create a true three-ply experience – with a data-driven climax. Anecdotal and focus groups report moments of emotion so heightened both parents and teenagers were brought to tears, followed by tough conversations on the topic of high driving. We know that when parents have conversations with their kids, they are less likely to engage in risky behaviour. By enabling the conversation, we were changing behaviour.

In the campaign’s first 60 days, and prior to mass support rolling out:

– 13,200 conversations started.

– 82% view-thru rate to the channel-jump moment.

– Site traffic increased by 1,946%

– 113% week over week increase in unique video views.