In a homogenous video market sometimes you just need a way to capture your audience, grab them by the ears and wow them with your content.
One of the world's largest broadcasters, the BBC wanted to do just that with their third use of the wireWAX platform.
The enormously popular series Sherlock was approaching season 3; and with its stars now reaching global acclaim the trailer needed to stay short and shareable. But, they wanted wireWAX to tempt investigative intrigue with new audiences, they wanted curious viewers to lean-forward and delve into the elementary world of Sherlock and his ever loyal companion, Watson.
To do that, they chose a wireWAX tag that called-out directly to the audience. Clickable titles swept across the screen as the viewers' eyes were drawn by an illuminating target that responded to mouse hover. Those keen enough to click (or touch in the mobile/tablet world) were drawn into a world of exploration.
Once the viewer entered the embedded content, exclusive pictures prompted questions on storylines and alluding video-in-video clips from upcoming episodes - pointed to what could be. The experience counted more than 6 million interactions in the embedded content, a striking testament to the mainstream appeal of interactivity. But, perhaps the smoking gun in this tale was the mastery of the BBC and their agency, Red Bee Media in creating a hidden hotspot. Find it on Sherlock's gravestone (a reminder of how season 2's cliffhanger finished) and entering a secret code (051113) - embedded elsewhere in the trailer - presented a selection of secret and socially sought-after extras, including behind the scenes interviews with the cast and writers.
This extra touch motivated 8% of the audience who found it to shout aloud and in droves on forums and social platforms, creating only more virality for what would otherwise have been 'another trailer'.
+ 220% interaction rate 1.2 million interactions from the first half-a-million viewers
+ 4.21 minutes average viewing session from 1 minute trailer - quadrupling engagement
+ The whole experience travelled into 30,000 tweets and hundreds of thousands of facebook posts on first night of release
+ Over 6 million actions within the embedded content, where viewers could access even more photos and video.
+ Global, mainstream audience reached, boosting anticipation and sales of a major BBC Worldwide property.