From a content perspective, this is the most ambitious interactive television campaign to date in the United States. Previous interactive campaigns were limited in scope and mostly static experiences. With extensive access to athlete film, W+K was able to capitalize on a library of footage to create an immersive experience that resulted in high interaction and time spent with the message.

Triggers in the commercial prompted Dish viewers to access over 25 minutes of footage that included an interview with LT, variable speed playback of his signature move, and training drills performed by Tomlinson himself. Viewers could test their own quickness through an interactive game played via their television remote. From a product standpoint, the consumer was able to explore a 3D shoe model, further driving them to a retail locator identifying the closest Zoom-carrying store, all based on zip code data tied to the viewer’s cable box.

Almost 3.2 million users engaged with Zoom in a unique and compelling way. The experience was viewed for a staggering average of 8:42, shattering the prior two to three minute U.S. average. Those that entered the application more than once overwhelmingly directly accessed the product information and retail locator page.