After seeing ingenious interactive campaigns such as the 2007 Get the Glass! game, I get incredibly excited about the potential for interactive media. Now I get to add PNC’s Christmas Price Index Express to my list of inspirational interactive media campaigns. Seriously spend 15 minutes with this site – it is well worth your time!
“Full-service integrated production company The Famous Group, along with fellow production company Hornet, recently partnered with Deutsch NY to create an enhanced interactive web experience for the 28th annual ‘PNC Christmas Price Index’ (PNC CPI), on behalf of Deutsch client PNC Wealth Management. The PNC CPI is a whimsical economic analysis based on the gifts in the holiday classic ‘The Twelve Days of Christmas.’”
Users jump aboard the Express to begin the interactive journey of finding the seven swans-a-swimming, 10 lords-a-leaping, eight maids-a-milking, etc. Along the way users stop to make sure the maids are milking the right cows, the drummers are drumming in the right order, and the birds are chirping the correct pitch.
The UI/UX is phenomenally well done. I absolutely love that they never use a “Click here” or “Next” button. Rather, there are subtle motions within each scene hinting to the user where to find the specific gifts and how to proceed. The music in each scene is all seamlessly layered with a number of different sound loops. The camera angles throughout the scene are flawless and the graphics are superb. Seriously I can’t speak more highly of this project. Before you experience the site, make sure to watch the behind-the-scenes video in order to truly appreciate all of the hard work that went into this project.
What I also love about this campaign is that it is not just for eye candy. Rather, educators can download English and Spanish lesson plans for their students as a complement to the interactive site. Thus, students can enjoy learning about macroeconomics rather than just reading about CPI in a book.
So, instead of cheating and googling the 2011 cost, I encourage you to experience the site in its entirety. Let me know what you think of the experience!