Digital Media

Mix and match making more sense

By Published on .

As emerging media do the very thing their name demands-emerge-they can start to overlap, bleed into each other and then fashion a new hybrid form.

Case in point is a "clickable entertainment" experiment Coca-Cola Co. and Nascar undertook that combines the Internet, streaming video, racing and gaming, suggesting it may get harder for marketers to distinguish among separate media.

At the start of the Nascar season in May, Coca-Cola and Starcom MediaVest Group's Coca-Cola City unit began adding two- to three-race highlight videos each week at, which generates 3.5 million unique visitors per month. Working with technology company Avant Interactive, the soft-drink giant transformed various parts of the streaming video into "hotspots"-the user can click on a speeding car, for instance, to bring up a separate side screen listing various factoids about Nascar.

The interactivity doesn't end there. One link each week leads to a sweepstakes registration page for various prizes, including a trip to the Coca-Cola 600 race next year.

Karna Crawford, interactive brand manager for Coca-Cola, describes the new media form as "touchable interactive video." The average viewer watches each video at least 2.5 times.

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