Category: Power of Online

Tipp-Ex: A Hunter Shoots a Bear

If you have ever wanted to hijack a storyline mid-play, Tipp-Ex delivers a brilliant “wait, what?” moment. A hunter is about to shoot a bear. Then the video breaks its own frame. The hunter reaches out, grabs Tipp-Ex, whites out the word “shoots” in the title, and invites you to write your own verb instead.

One verb becomes the remote control

This is an interactive YouTube takeover ad where the headline is the interface. You type a command into the title, and the story branches into a matching outcome. It is simple enough to explain in one line. It is also instantly rewarding, because you see the consequence of your input right away.

In European FMCG marketing, few products have a built-in metaphor as literal as correction tape: white it out, then rewrite.

This is interactive video done right: it hands the viewer a single, obvious control. Replace one verb in the title, and the story instantly branches into a matching ending. That mechanism makes the product demonstration inseparable from the entertainment.

Why it lands: you are not watching, you are steering

The psychological hook is viewer control with near-zero friction. You are not asked to learn a UI, register, or navigate a microsite. You do one small thing (type a verb), and you get a big payoff (a fresh scene). That combination of agency and immediacy turns curiosity into repeat plays, because every new verb feels like another door.

The business goal hidden inside the gag

Tipp-Ex is not just sponsoring a funny clip. The brand behavior is the plot device. “White and rewrite” is demonstrated, not stated. The longer you experiment, the longer you stay with the brand idea, and the more likely you are to share it as “you have to try this.”

What to steal for your next interactive format

  • Make the control obvious. One input. One immediate, visible change.
  • Fuse product truth with interaction. The mechanic should only make sense for this brand.
  • Reward experimentation. Curiosity loops need fast feedback, not a slow reveal.
  • Design for retelling. People share experiences they can describe in one sentence.

A few fast answers before you act

What is “A Hunter Shoots a Bear” for Tipp-Ex?

An interactive video campaign where the viewer changes the story by editing a single word in the video title, turning the headline into the control surface.

What is the core mechanism that makes it interactive?

The campaign asks the viewer to replace the verb in the title and then routes them to a matching video outcome, so the typed command becomes the next scene.

Why did this format spread so widely?

It gives immediate viewer control and fast feedback. People share it because they can describe the interaction in one line and friends can instantly try their own outcomes.

What brand intent does this serve beyond “being clever”?

It makes Tipp-Ex (a correction tool) inseparable from the interaction. The product truth is the mechanic, so the brand is not optional to the idea.

What is the most transferable takeaway?

When the interaction is one obvious input with one visible change, curiosity turns into repeat play, and repeat play turns into distribution.

The Expendables: YouTube Takeover

This is the latest campaign element for the launch of The Expendables movie. A YouTube takeover that plays like an “interrupted interview” with Sylvester Stallone, where the film breaks into the page and turns the platform itself into part of the spectacle.

The fun is in the escalation. What starts like a normal promo interview quickly flips into a chaotic on-page moment, with the surrounding YouTube environment becoming the canvas for the film’s tone. It is not just a trailer. It is a takeover that behaves like a scene.

When the page is the stage

The mechanic is simple to understand and hard to ignore. The interview drives the narrative, but the “takeover” is the real payload. The experience makes YouTube feel temporarily owned by the movie, which is exactly what you want on launch week when everything competes for attention.

It also sidesteps the usual ad fatigue problem. People do not feel like they are being “served” something. They feel like they discovered a disruption, and discovery is what drives sharing.

In blockbuster entertainment marketing, interactive takeovers work best when they turn passive viewing into a moment of viewer participation that feels native to the platform.

Why interruption works better than interruption marketing

Most pre-roll is an interruption that people resent. This is an interruption that people watch because it is designed as entertainment first. The twist is that the platform is part of the joke, so the format is the message.

It also gives viewers a clean decision point. Keep watching because it is funny. Close it because you are not interested. Either way, the brand moment is delivered fast.

What the studio is really buying

The business intent is talkability at scale. A standard trailer competes with every other trailer. A takeover creates a story about the trailer. That distinction is what earns press pickup and social forwarding without requiring extra explanation.

What to steal for any launch with a short attention window

  • Make the format do the selling. If the medium changes, people lean in.
  • Build a one-sentence retell. “Stallone destroys YouTube during an interview” is easy to repeat.
  • Use escalation. Surprise, then bigger surprise, then payoff.
  • Stay platform-native. The takeover should feel like it belongs on that site, not pasted onto it.

A few fast answers before you act

What is a “YouTube takeover” in campaign terms?

It is a custom YouTube page experience that changes how the video and surrounding interface behave, so the platform itself becomes part of the creative, not just the player.

Why does the “interrupted interview” trope work so well?

Because it starts in a familiar format, then breaks the rules quickly. The contrast creates surprise, and surprise is the fastest path to attention and sharing.

What is the main advantage over running a normal trailer?

A normal trailer is content. A takeover is content plus a story about the content, which increases earned pickup and social forwarding.

What is the biggest risk with platform takeovers?

Annoyance. If the takeover feels forced, slow, or hard to exit, people turn against it. The experience needs to be quick, optional, and satisfying.

What should you measure for a takeover?

Completion rate, replay rate, and earned mentions. If people describe the mechanic accurately when they share it, the concept is working.