Written by Alain de Leonardis • December 28, 2016
Interactive content is set to be one of the biggest trends in 2017, and nowhere will that be more apparent than in the music industry. We’re already seeing technologies emerge that allow consumers to get closer to the creation process.
Shell has recently teamed up with immersive media company Interlude to release an updated version of the hit song “Best Day of My Life”. The new version features global superstars and #makethefuture ambassadors Jennifer Hudson, Pixie Lott, Steve Aoki, Luan Santana, Yemi Alade and Tan Weiwei. And to add to the exciting release – aside from the traditional music video, there is an interactive video where not only can you explore the content, but you can also mix up the sounds.
It allows users to toggle between each artist’s performances while also exploring seven forward-thinking energy solutions included in the Shell #makethefuture campaign. As the song plays, these bright energy ideas are brought to life in colorful animated vignettes, illustrating the principles behind advances such as energy-generating tiles, gravity-powered lighting and biofuel made from coffee waste. The traditional music video has already been viewed over 250 million times worldwide across digital and social media. The new interactive version has also been tailored exclusively to be featured on Snapchat’s platform.
"We want to engage and inform younger, digitally-native audiences about clean energy initiatives in a way that is exciting to them," said Malena Cutuli, Head of Integrated Brand Communications at Shell.
Shell believes that taking action to make the planet a better place means empowering innovators, artists, communities and engaged citizens to promote bright ideas that will lead to more and cleaner energy. This cutting-edge interactive video collaboration is an embodiment of that spirit, pushing new ideas in technology forward through the power of music and inviting people everywhere to take part in moving us towards a more sustainable energy future.