Ever thought of creating a light sensitive website? Probably not, but that’s exactly what Y & R Interactive have done to promote Orange’s new internet movie portal “Orange Time”. ‘When the lights are off, the site is on’ is a microsite which uses light sensitive technology in webcams to simulate the effect of watching a film at a cinema. For it to work, visitors have to literally switch on their webcam and dim the lights in order to activate the movie preview content on the website.
It’s an original and, dare I say it, enlightening idea but not without its obvious pitfalls! Bounce rates are bound to be high, not just because it excludes non-webcam users but also office workers who are unable to dim the lights. Which let’s face it, excludes pretty much all of us unless you’re lucky enough to enjoy siestas or work in the creative department ;-)
That said, according to Contagious, Orange became the No. 1 video-on-demand-portal in the country and the site saw a 50% increase in visits during the campaign. Whilst 100% webcam penetration is a long way off, it’s still a huge market and growing exponentially. The webcam market was valued at $1.8 billion in 2008 and is predicted to reach $3.2 billion by 2015 [Source: Worldwide WebCam Market Shares Strategies, and Forecasts, 2009-2015] . It’s also worth noting that as many as 40% of facebook videos are submitted from webcams.
So perhaps we should thank Orange for having the strength of its convictions and showing us the light.