OK Go has always made incredibly entertaining videos that you just want to watch over and over again, before you demand that your friends see it too. Their last video for This Too Shall Pass in 2010 reached 3 million views in its first few days, generating over 30 million views so far. Now, the highly imaginative group have teamed up with Google to create an interactive HTML 5 music video for All Is Not Lost – experience it here or watch it on YouTube (non-interactive):
Not only is it a spectacular video, but in the HTML 5 version, viewers are able to add a phrase into the video and thus choreograph a dance for a bunch of men in tight spandex suits – something everyone needs to see at least once in their lifetime. You can imagine how interactivity and engagement is a huge help for spreading word of mouth and creating an element of novelty or surprise – something that lots of brands lack these days.
You might not have known about it (I didn’t know about it until recently!) but all these possibilities in creating amazing, interactive online experiences are largely due to the implementation of HTML 5 programming. HTML, or Hyper Text Markup Langue is the most widely used code for the web. Would you believe that it has been nearly 20 years since HTML started defining how we saw and used the web? It has just been given its fifth revision, HTML 5. HTML 5 is an attempt to meet the needs for rich, dynamic and interactive multimedia content. It enables new models of web experience, allowing developers to directly embed audio and video in web pages, replacing (costly) Adobe’s Flash plugin and allowing for a greater range of differentiation in website and advertising. HTML 5 is cheaper to implement than Flash and thus allows for differentiation limited only by one’s imagination.
Many companies that deliver content and services on the web are strongly supporting HTML 5 and touting it as the way froward for building interactive web applications and deploying media rich experiences. Video, in particular, is becoming increasingly popular on the web for demonstrating ideas, products, and for creating share-ability.
All the Internet browsers are readying themselves for the future of online media consumption which will be HTML 5. Safari and Chrome are further down the path than the others, but everyone is trying to get themselves HTML 5 ready. The future of the web experience lies in interactivity, immersion and engagement. We have some way to go before HTML 5 becomes ubiquitous but in the meantime, there’s lots to look forward about!