YouTube is giving some of its ad customers some creative freedom.
Tip-Exx makes a decidedly traditional media product: a correction fluid popular throughout Europe. But they’ve turned to an innovative marketing plan from YouTube to get their message out there. It starts with a (strangely NSFW-language) YouTube video which has 700,000 views. It then asks the user to re-write the story with a nod to Tipp-Ex’s product.
Getting people involved in shaping the ending of the video resonates with the function of Tipp-Ex’s product: changing text. The campaign is certainly hitting a lot of viewers.
YouTube has done a few of these interactive ads before, one with Nintendo, shown below.[youtube=http://www.youtube.com/watch?v=zSU-z-t9Ku4&w=600&h=375]