Creative digital agency SuperHeroes developed fourdifferent pre-roll concepts as part of a campaigncelebrating 50 years of Lassie’s Magic Rice. Thepre-rolls ran for a period of six weeks on Nuvideo.nland Zie.nl. During this period, there were no otherLassie ads available in any other medium: thesetting was 'closed'.Overview of the concepts:
1. Little Bowl, Little Bow
Little Bowl, Little Bowl was a game similar to the well knowngame ‘Little Ball, Little Ball’, in which the consumer tries toguess which bowl a cherry tomato is hidden under within 15seconds. When the consumer clicked on the correct bowl,there was a response and the pre-roll was extended so thatthey could play the game again. The pre-roll could bestopped using a close button.If the consumer did not click on the pre-roll, then the videostarted automatically when pre-roll ended
2. The Magic Pan
The Magic Pan was a so-called ‘out-of-player’ pre-roll. Theconsumer was asked, “What do you want to eat tonight?”.Lassie’s Magic Pan then crash landed at the top of theconsumer’s screen, interrupting them. The consumer wasasked to pull the Magic Pan’s handle to generate a recipe. After viewing the recipe, the consumer could choose to pullthe lever again to view another recipe or close the window.If the consumer did not click on the pre-roll, the video startedautomatically when the pre-roll ended.
THE INTERACTIVE PRE-ROLLS
3. Standard pre-roll: the Magic Cook trailer
This was a non-interactive standard pre-roll. The videostarted automatically when the 15-second ad finished.
4. Split roll
This campaign was designed to see whether a pre-roll viewer wishes to choose which pre-roll he or she wants to see.Consumers could choose to see Little Bowl, Little Bowl or the Magic Pan. If no choice was made, the video startedautomatically after 15 seconds.
Metrixlab tested the Little Bowl, Little Bowl and theMagic Pan concepts in a controlled environment. As the standard pre-roll trailer and the split rollconcepts were more traditional, they were notincluded in the brand impact test for interactivity.They were, however, included in the conversionstudy.
INTERACTIVE PRE-ROLLS - A VALUABLE NEW BRANDING TOOL