"By choosing different styles, the user can create his own story of 'the night before.' Engaging and entertaining content helped us to bond the brand with our target group and also demonstrated the product features in a very natural environment. "One of the most integral parts of the campaign is an interactive video whereby users can interact directly with the protagonist ," Ruehlemann said. The campaign, titled "Designed To Play," sought to connect with young men on mobile, while linking to the wider placements on other media, said Thorsten Ruehlemann, the agency's worldwide managing partner for Global Brand Management. Rapt has also begun expanding beyond the United States, and has worked recently with WPP creative German subsidiary Ogilvy Düsseldorf on a campaign promoting Philips electric shaving and grooming products across the Web.
The 30-strong company, which deploys its stack via a SaaS model, gets about half its business from agencies, with the remaining 50% coming directly from marketers and content companies. But we want to seamlessly integrate with all parts of the Web." Most videos are just dead ends that sit in a player, display unit or on a site. "Interactivity is not just living within the video, but tying it to the rest of the Web. "We promise video-to-website pairing, where video can easily refer to specific parts of a marketer's main website, such as product offers or different information that a user is being introduced to in a video," Trautman said. Rapt, whose clients include NBC Universal (its first work was for the company's USA Network) and Maybelline, focuses on connecting online video ads and content across screens while respecting the differences of each venue.