'If only we'd thought of that'

Inspiring social media & interactive marketing strategies

  • About me

    Richard Pentin

    Richard Pentin

    Planning Director by day. Photographer by night.

    Planning Director at TMW, member of the IAB Social Media Council 

    Professional Photographer focussing on weddings, events, portraits, interiors and travel 

  • Enter your email address to subscribe to this blog and receive notifications of new posts by email.

    Join 1,158 other followers

  • Subscribe

  • Richard Pentin on Twitter Counter.com
  • Recent ‘If only’ Tweets

  • Latest delicious bookmarks

If only we’d thought of a light sensitive website

Posted by Richard Pentin on April 19, 2009

orange-time

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.

About these ads

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

 
Follow

Get every new post delivered to your Inbox.

Join 1,158 other followers

%d bloggers like this: