So what's your view - 09:00, 13/10/2015

So what's your view on tracking cumbisozatle content, especially video? Last year, Office Max and JibJab created ElfYourself.com and this year you have the Gap's CheerFactory.com. (At Impossible Software, we created Sony Ericsson's Starfieber site as well as a custom video site for Playboy Germany, among others.) Bowing to Joe Digital's emphasis on the entertainment industry, consider the example of Heavybag Media's promotion of Extract for Miramax: attendees at ComicCon could pose at a green screen and then walk away with a USB key of themselves inserted into the trailer for the movie. What JibJab and Impossible Software do demonstrates that the same type of movie promotion is possible over a web interface (or mobile!).These sites all put the viewer into the content. More importantly, they create an implicit call to action for the people to whom you send it: if they want to be in the content too, they need to come to the site.So what's the metric? We can track the number of makes the number of versions of these videos that were created. We can (with more difficulty) track the number of times the versions are uploaded/viewed on video sharing sites. We can track the source when people come to the site to create a video including if they clicked through from a video their friends sent them. But do any of these matter? If the goal of the campaign is buy from the Gap or get a Sony Ericsson phone or see the movie, does it matter?Maybe but it depends on how you're monetizing the audience.