How do you decide who gets the arm rest? This question was the basis for ElbowWars.com, an online game inspired by the brutal 'sport' spurred by dumbfounded cinema goers.
ElbowWars.com was commissioned by the Vancouver International Film Festival (VIFF) as an interactive extension of its ‘Thanks’ campaign.
As the site opens, we see two dudes jostling for the arm rest, the basic goal of the game being to win dominance. The site uses stop motion and animated photography and voice overs like the prompt to "take your balls out of your purse."
"This project is part of an increasing convergent mentality among traditional agencies and commercial production companies to incorporate interactive production at the same time as existing TV or cinema campaigns," says James Milward, executive producer of Secret Location, the digital agency who created the site. "The great advantage is the merging of resources to create the campaign back bone.
"This gives clients a united campaign which connects with audiences on a number of platforms. It also costs less than multiple independent productions."
Why This Trend Is Growing
- Interactive Gaming Experiences
- Creating interactive online games that extend the reach of traditional campaigns provides a unique and engaging way to connect with audiences.
- Convergent Production
- The convergence of traditional agencies and commercial production companies with interactive production offers a more integrated and cost-effective approach to campaign creation.
- Multi-platform Campaigns
- Developing campaigns that connect with audiences on various platforms enhances engagement and increases the campaign's overall impact.
Industries Being Reshaped
- Advertising
- The advertising industry can leverage interactive gaming experiences to create more memorable and immersive campaigns.
- Film and Entertainment
- Film and entertainment companies can explore the potential of convergent production to enhance their traditional campaigns.
- Digital Agencies
- Digital agencies can specialize in creating multi-platform campaigns that seamlessly integrate interactive elements and traditional media.
