Capturing Digital Experiences in 360-degrees

How we engage with content has drastically evolved since The Buddy Group’s inception. In 2005, Adobe Flash was king for creating new interactive video experiences. However in 2008, we witnessed Flash’s popularity decline, while the new format on the block, HTML5, blossomed. It was at this moment that YouTube embraced HTML5 and deployed tools allowing creators and advertisers to distribute unique content across multiple platforms, at scale.

Our partnership with YouTube over the years has allowed for some pretty awesome branded experiences:

  • The interactive video we produced for Mattel (which has over 40M views in the video series)

  • The Small Business Saturday campaign we collaborated on with American Express and Google (which serves as a benchmark for brands looking to engage with small businesses online)

  • The custom YouTube channel for GE and AARP (which helped shape the way both companies view content today)

And now, today we are at the precipice of the next big evolution in content delivery with the launch of YouTube 360 video. A precipice that we are fully invested in with our partner JK Imaging Ltd. JK Imaging Ltd. who, through a Global Licensing agreement manufactures and sells KODAK-branded digital imaging products, came to The Buddy Group with a unique business challenge — engage and identify a niche target audience in a new and innovative way. The goal was to utilize YouTube’s newly launched 360-degree video platform to create fully immersive video experiences unlike any other using the KODAK PIXPRO SP360 Action Camera. As a result, we created the “Take a Look Around” campaign as a way to excite, engage and enable “Revolutionary Creators” to capture and share their world in 360-degrees.

The main component of this campaign is a unique content hub designed to educate and engage consumers as they explore video through the eyes of one of four personas: the visionary, the enthusiast, the wanderer, and the adventurer.

The website, which launched prior to VidCon 2015, was designed to mimic the viewing experience of a 360-degree video. By dragging the mouse and cursor around the browser users can start to experience what a 360-degree camera can capture. It’s no longer about filming what’s in front of you. We’re changing the way people think about video. The KODAK PIXPRO SP360 Action Camera enables everyone to take a look around and capture life the way it’s truly meant to be seen—in all its 360-degree glory.

From 360 to personalization, how we all engage and interact with videos is about to change for the better. I am excited for this new wave of content and I encourage you to open your YouTube app on your mobile phone and do a search for “Take a Look Around". The experience is pretty awesome!

by Pete Deutschman
Meet Pete

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