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The Neon Bible

I came across an interesting website today and while it doesn't really fit under the 'variable-data publishing' umbrella, I thought that I'd still share it as it delivers a highly interactive and personalised experience, leveraging the power of Flash.

The Canadian indie band, Arcade Fire, has created an online video for their 'Neon Bible' album. Their song 'Neon Bible' is the first song on the album to have a music video. This online version takes music videos to a completely new level — it features the face and hands of Arcade Fire's Frontman, Win Butler, which you can interact with during the song.

Although this video can't really be classified 'direct marketing', it's certainly an effective viral campaign in its own right, and is a great way to build an audience of new supporters. I'm sure that their novel approach will result in many album sales for the band.

It makes the mind boggle when thinking about the types of different applications that this level of online interaction could add to a cross-media direct marketing campaign, especially when a layer of personalisation is added. It would take the 'personalise and play' approach of the Supporters Cheer Up campaign to a completely new level.

I wonder how they're able to achieve some of their interactive effects through Flash action scripting — unfortunately a good magician never reveals his secrets...

Posted on Monday, 15 October 2007 at 4:17 PM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/39