When Buzzfeed broke the Internet with “What City Should You Actually Live In”—a quiz that remains one of the tastemaker site’s most viewed and shared posts of all time—marketers and brands alike began to realize the power of getting an audience engaged with interactive content.
And as interactive quizzes, videos, maps, assessments and calculators increasingly get audiences clicking, sharing, and engaging, some real winners have risen to the top of the interactive heap in terms of creativity and just plain ingenuity.
Here’s a list of some interactive content we stumbled upon this year that we loved:
New York Times: “How Many Times Has Your Personal Information Been Exposed to Hackers?”
The New York Times makes some great interactive content. Another piece of interactive content, called “How Y’all, Youse and You Guys Talk,” which repurposed the Harvard Dialect Survey to predict where users were from based on their commonly used phrases, was actually the most popular post in the site’s history.
This year, the Times was back at it, creating a useful interactive assessment that helped users gauge how much of their personal information was at risk by asking questions about Internet usage. The assessment proves yet again that interactive content can make complicated information more relatable to a lay audience.
Target: “House on Hallow Hill”
Part interactive video series, part scavenger hunt, Target’s Halloween campaign was all interactive. The videos took customers on a spooky, 360-degree journey through different Halloween scenarios equipped with a list of products to find on their choose your own adventure-style journey. It was great way to showcase the brand’s holiday catalogue in a fun, engaging way.
Google Maps: Pac-Man
Last April Fool’s Day, Google combined Maps with Pac Man for a prank that was a whole lot of fun. Getting people to play with the service was also a clever way to get new users to explore, not to mention appealing to some serious arcade nostalgia.
The Guardian: Interactive James Bond Map
Speaking of nostalgia, to celebrate the release of the latest Bond film, Spectre, The Guardian got interactive, creating a map that let Bond superfans test their knowledge of the jet-setting spy’s most exotic journeys. The map puts a dot on each spot Bond has visited, and when users scroll over, a text box reveals which Bond made the trip in which film, leaving many fans to wonder “How come 007’s never been to Canada?”
Toys R Us: Holiday Catalogue
In the old days, kids used to wait by the mailbox for the Christmas look books, but this year, Toys R Us is changing the game by letting kids and parents alike take an interactive look at their top toy picks on the Geoffrey Shuffle App. To get a 3D view of this year’s newest Star Wars toys or Lego sets, users hover their device over one of eight special spreads in the store’s catalogue to play a pop-up shuffle game. The interactive catalogue is a great example of repurposing static catalogue content to get customers engaging.
These are some of the coolest uses of interactive content we’ve seen this year, but there are many, many more. What was your favorite way brands got customers interacting in 2015?