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A new generation of viral videos has been making appearances across computer screens and mobile devices in recent years, and they're gradually changing the role of the viewer from passive to active. Interactive videos invite viewers to interact with online content, which in turn makes each screening a little bit different. The trend points to new levels of innovation and creativity in a highly competitive industry – keeping video art both visually pleasing and intellectually stimulating.
1. BOB DYLAN – LIKE A ROLLING STONE
To coincide with the release of Bob Dylan's 47-CD box set, his incredible 1965 track “Like a Rolling Stone” received a 21st century makeover – this jaw-dropping interactive video. The music video takes the form of a TV set with rapidly switching channels. The viewer is encouraged to flick through the 16 channels, where each different show is lip syncing Dylan’s track in perfect timing. Whether you flip to a tennis game, the news, or a cooking show, the song seamlessly continues with exact synchronization.
2.
MIRU – TO SEE
This Japanese work of art – which is actually an advertisement for a revolutionary new contact lens – takes the viewer on a cinematic journey, essentially handing over the camera. At two different points in the clip, the viewer can control the angle and direction of the view, following colored balloons around stunning scenery. Total eye candy.
3. PHARRELL WILLIAMS – 24 HOURS OF HAPPY
As if Pharrell Williams' new tune wasn't uplifting enough, this super-creative video clip lets users spin a clock dial to watch different actors at different times of the day, all singing along and getting their boogie on. To make it more interactive still, viewers can share a particular moment on Twitter or Facebook, bringing their friends to their favorite part of the clip.
4. ANDY GRAMMER – KEEP YOUR HEAD UP
To the tune of yet another inspiring song, viewers make decisions at different points in this upbeat video clip, crafting the clip they want to see. There are literally hundreds of different options, many of which went viral across social media when the clip was released in 2010.
5. SHELL – THE SOUND OF ENERGY
Bringing environmentalism into this groovy mix, this interactive video from Shell invites users to create their own "energy mix," to the tune of Edvard Grieg’s classic "In the Hall of the Mountain King". Using distinctive different sounds from a range of energy-related objects like gas burners, vacuum cleaners, solar panels and light switches, the clip lets you create something unique – while thinking about global energy matters.
