Pick and mix: Music video where viewers can pick the outfits

London – Online retailer ASOS has collaborated with girl band JUCE for an interactive YouTube video enabling viewers to pick the colours of the performers’ outfits.

Viewers are invited to choose from five options by clicking on a colour bar at the top of the screen, which changes the clothes to match without breaking the narrative of the video.

The offering for JUCE’s latest single The Heat shows band members dancing their way through a series of rooms littered with objects that complement the chosen colour. The advert features ASOS’s autumn/winter 2014 collection and includes links to the website’s Colour Control section that lets customers shop for their preferred colour.

In our Transmedia Music Videos microtrend LS:N Global examined how musicians are using technology to find novel ways to engage with easily distracted audiences. Brands are now building on the same concept, collaborating with musicians to create engaging, shoppable video content.