Eyes wide shut

28.06.2016 Outcast : Revelation Brands : Interactive Content
Possessionbegins.com microsite for Outcast by Campfire, Global

Global – An interactive trailer for tv series Outcast uses eye-tracking technology to test viewers’ nerves.

  • Influencers received a mysterious promotional package from cable network Cinemax that contained an old video cassette recorder, a letter and a VHS tape
  • Novel concepts such as mind wandering are increasingly used by brands to create powerful campaigns

Visitors to the mature-rated microsite are asked to activate their webcam to enable software that determines whether their eyes are open or closed during the trailer, and don a pair of headphones to experience its immersive 3D sound.

Created by SapientNitro agency Campfire, the microsite is designed to simulate a demonic possession – a phenomenon that the series’ lead character has struggled with for his whole life.

Viewers that close their eyes or press the space bar are presented with disturbing audio extracts from the tv show, and are subjected to a barrage of gory imagery if they dare to open them.

‘We created a scenario where visitors are afraid to open their eyes and afraid to close them, proving that there is nowhere to hide from Outcast’s dark forces,’ Campfire said in a statement.

The Big Picture

The rise of digital culture has driven consumers to prioritise efficiency and speed, but it has also limited the emotional impact of brand campaigns on their lives. Read our Revelation Brands macrotrend to find out more.

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