In order to engage consumers in a place where there's typically little interaction, Mountain Dew created a set of pre-roll ads that engage viewers before they continue on to watch a video.
The ads were transformed into side-scrolling 8-bit video games where players were challenged to collect bottles of the soda beverage. In order to interact with the game, players could use YouTube's annotation buttons. In order to further engage consumers in a particular area, local landmarks were used for in-game environments.
While many consumers are quick to click the "skip" button on a YouTube pre-roll ad when it first becomes available, these interactive advertisements from Mountain Dew succeeded at increasing the average viewing times.