Elevating Interactivity

The Sports Illustrated Swimsuit issue always generates a lot of press for obvious reasons. I no longer follow it for those reasons (I can’t remember the last time someone was showing off the magazine or calendar) but I have become accustom to paying attention to the website as it develops into an alternative distribution channel for their content. Over the years it’s become more than a magazine issue, incorporating a DVD, TV special and website that hosts all kinds of collateral related to the photo shoots.  Last week the 2009 issue was released and the website took its normal course of action displaying photo galleries and video clips. But one thing was missing from this year’s offering.  In 2008 the website offered a unique form of digital engagement called a Video Mash Up.

This feature allows visitors to create your own video, including background music and transitions using still images and video clips taken on location. This approach to participatoryinteractivity allows users the freedom of creativity to engage with the content in a way that is unique and personal. This creativity does not put the brand or its sponsors at risk like many UGC applications because all the visual assets are generated inhouse so by default every video mash up was pre approved for distribution. The site encouraged visitors to share their creations on social networks and blogs as a viral extension of the brand.   In 2009 the website did NOT have this feature and was predominately static video clips. 

I’m disappointed to see that SI diminished the experience by reducing the interactivity, leaving the website to become a glorified DVD.  At Operand we have always believed that people remember 5% of what they read, 50% of what they watch and 80% of what they do. I hope SI decides to incorporate more interactivity in 2010, we will have to say tuned to find out.