Released some time ago is youtube’s interactive video function, whereby annotations can be added to a video to provide the viewer with choices that link to other videos.  I’m often recommending this to clients as it offers the viewer the chance to change the story and affect the outcome, increasing the amount of time spent on the content and propensity to share.  A good example of this being used effectively is the ‘Choose a different ending’ campaign.

Range Rover are exploring interactivity with their new campaign ‘Being Henry’ with the choices the viewer makes affecting the customisation of the car.  I would have recommended that in addition to the microsite the whole story could have also played out on youtube, a space that viewers are familiar with, rather than asking them to view the trailer and then visit URL.