Rhythms
The First Interactive Commercial on YouTube
Centauro "Rhythms"
Just two days after the official launch of YouTube's new interactive tool in July 2008, known as YouTube Video Annotations, the agency Salles Chemistri stood out by launching a pioneering action for Centauro, both in Brazil and worldwide.
Development
Salles Chemistri seized the opportunity to develop the first interactive commercial for YouTube. The commercial created for Centauro allowed viewers to click and choose their favorite sport to view related offers.
Following the same principle as Digital TV, the consumer would click on the desired products in the institutional spot and be automatically directed to see the promotional items. In this environment, they could check the offers and make purchases with maximum agility through the website.
Strategy
The first interactive commercial on YouTube was based on "Rhythms", which explores the variety of Centauro's sports categories, with impactful scenes of football, running, basketball, boxing, tennis, among others. During the exhibition, the viewer would click on the image of their favorite sport and be automatically taken to another YouTube page, where they were directed to other spots with specific offers according to the chosen category.
Milestone
This strategy not only inaugurated this feature on the YouTube platform but also enabled Centauro to use, in a single video, 38 links directing to 14 exclusive offers.
The film made a significant impact at the time. Besides becoming the most viewed on YouTube globally on its first day of release, it became a reference for other brands and one of Centauro's most successful strategies that year.