Using source footage lifted from an existing linear program, creative teams leveraged Verse to add interactive decision points throughout the original video — allowing viewers to choose their own path through the next set of scenes. After launching this gamified version of the campaign, Nielsen measured how the act of inviting audiences to make meaningful choices could lead to profound increases across every brand metric.
To accomplish this, Nielsen assembled two groups of 200 viewers for an online panel. One group was shown the original linear video, while the other group was shown the interactive version. The audiences were asked a series of questions before and after watching to measure any changes in sentiment.