The video was created for Tipp-ex; a brand of ink-correction fluid and is one of the most clever and most entertaining YouTube clips I have ever seen. The scene takes place with a guy encountering a bear at his campsite while brushing his teeth. He picks up his gun and aims it at the bear, but two interactive buttons appear on the page where the viewer can either “Shoot the bear” or “Don’t shoot the bear”. These buttons actually link the viewers to another page where the guy uses a Tipp-ex to erase the work “shoots” and allows the viewer to enter their own action to play another video that corresponds to the action entered.
This clever YouTube video was created by an agency called Buzzman and is the most engaging and fun viral campaign ever. It creates an interactive “choose-your-own-adventure’ experience. I believe this is an example of immediacy and hypermediacy because it urges the viewers to engage and take part in the act of mediation. It allows individuals to determine the outcome of the story and give them a sense of ownership by allowing them to redefine the way the story ends.
Here is the YouTube clip:
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