Adweek: Cotton Inc.'s Interactive Video Ad Lets Viewers Determine How a Day Plays Out Choose-your-own-adventure branding

By Christopher Heine

Cotton Incorporated, which has been a consistent mainstream advertiser since the 1970s, has a new online video that is pretty darned 21st century. Orchestrated in conjunction with Mode Media's branded content team and Mindshare, Cotton Inc.'s digital spot lasts a little more than one and a half minutes and targets young women.

It lets viewers alter the direction of the ad six times—starting the day by powering up with coffee, walking the dog or exercising, for instance. Later on, if they choose to go on a date instead of staying home and vegging out or attending a birthday party, viewers can then choose between a movie and bowling. The young actress partakes in whichever activities the consumer chooses throughout the long-form video. 

Cotton Inc.'s ad will run on Mode's web network—Mode.com, Glam.com, Tend.com, Foodie.com and Bliss.com—as well as the brand's own properties, such as TheFabricOfOurLives.com.

Read on: http://www.adweek.com/news/technology/cotton-inc-video-ad-lets-viewers-tweak-content-6-times-172827

Posted on August 5, 2016 .