Hugo Boss launch an interactive video experience

Brands July 25, 2011 1 Comment

Hugo Boss have just launched a new interactive video campaign, and the first of its kind on Youtube. They’ve created an interactive story called ‘KINO’, where users control the storyline through subtle head movements. The Youtube video hooks up with your webcam to pick up the movements you make, to take you through 3 possible scenarios in the story. The movements you make, in real time, bring new elements into the film such as colour or new animation. The film is shot as a base in black and white and then the rest is left up to you. You can access the experience via the Hugo Boss Youtube channel :

The technology that Hugo Boss are using here is certainly innovative, providing a completely new real-time experience for the user. It’s also a powerful way to encourage people to engage with your brand on a whole new level, interacting with your content to become part of a complete brand experience. The actual film that Hugo Boss have created might not be to everyone’s taste, and the action you create as a result of the subtle head movements loses it’s initial gloss quite quickly, but it’s encouraging to see more luxury brands using social media and social technologies to reach their users.

More from Hugo Boss

This isn’t the first time that Hugo Boss has shown they can push the boundaries of interactive technology. In 2009 they launched an interactive window display in Sloane Square, that allowed Christmas shoppers to become part of a digital window display, through augmented reality (skip to 1 minute in) :

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