When we started looking into the world of video-SEO at the beginning of this year, we came across a number of technologies which we knew would allow us to get really creative and generate some great results for our clients. One of the most exciting technologies was hotspotting; the creation of an interactive, clickable layer on a video which allows viewers to interact with what they are seeing.
We loved it because it fitted nicely with our SEO-PR ethos- that is, developing creative ways to gain links and selling these creative ideas in to the media from a PR perspective- and complimented the existing work we were doing for our retail clients. Westfield London shopping centre was one of these clients and footage of the ‘Greatest Fashion Show on Earth’ event struck us as the perfect opportunity to create our first hotspotted video. By creating a virtual front row, we could bring the excitement of a catwalk show to life for fashion fans who could not attend the fabulous event themselves.
So, we set to work researching all of the items in the video, creating countless landing pages and tracking each and every model in the footage as they walked the runway.
Take a look at the final result below!
As you can see, the landing pages, which are unique for each piece, give the viewer all the information they could want: how much the clicked-on item costs, who designed it and more information about that store at Westfield. We also included a product image or a store logo and a clickable link through to the store’s page on the Westfield London site so that shopaholics can find out where to purchase the must-haves! After viewing the landing page, there is the option to return to the catwalk show where viewers can click on further garments and see the rest of the action from the star-studded night.
The results have spoken for themselves and we’re delighted that the online fashion world loves hotspotting as much as we do! The video has proven to be tasty link bait, generating 20 pieces of branded coverage and 27 links to Westfield’s site.
One blogger commented,
“This technology is going to change the future of fashion, it will make trends, collections and specifically coveted pieces so much more accessible to the general fashion followers and public alike. I love! Good work guys!”
There have even been enquiries from as far afield as Canada as to how hotspotted videos are created!
We’re now looking to see whether hotspotting is a suitable SEO-PR tactic for some of our other clients and are really positive that we can create many more interactive videos in the near future, generating online buzz and, more importantly, links for our clients.