VIRGIN MOBILE USA ATTEMPT TO BLINKWASH

Mother New York, along with production from Rehabstudio and Green Card Pictures has created YouTube spots that can be controlled by blinking.

The interactive experience aims to promote Virgin Mobile USA’s data plans - as part of the network’s “Retrain Your Brain” campaign.

This assault on the subconscious is called “Blinkwashing”, which reacts to the blink of the eye. The ad starts off as a conventional spot explaining the benefits of switching your phone contract to Virgin Mobile. But every time you blink, the scene on screen changes, getting more and more ridiculous each time.

Blinkwashing works by scanning the user’s webcam for motion detection, face detection and eye locations, and then compensates for movements to accurately detect blinks.

“To keep the storyline smooth, the technology individually time-codes each word across the 25 videos, creating a smart caching system that switches seamlessly between videos whenever the viewer blinks,” explains Tim Rodgers, Creative Partner at Rehabstudio.

“We understand that traditional advertising is limited in how much it can tell viewers about Virgin Mobile. “

The campaign says it wants to attacks consumers’ complacency with their current carrier and challenge them to think again about Virgin Mobile's no-contract plans.

With Blinkwashing, viewers get to experience this and the brand in a new way.

“Why not let viewers create unique, fun experiences while learning more about our brand?” says Doug Vosik, Brand Team, Virgin Mobile USA.

To have a go at being “Blinkwashed” please visit Virgin Mobile USA’s YouTube channel.