FAcebook Video Ads
1. vs. battle
Viewers guess what will happen, using humourous and relatable comparisons - can this 3M grinder cut through something more quickly than a man can eat a Yorkie bar? Can this welder sand a metal bar in the time it takes to make a cup of tea?
The Vs. videos will be presented in the style of industrial tests, similar to Wired's Battle Damage - where the practical tests are conveyed with fun, exciting visuals. Here, we could also scientific elements to reiterate the quality of the 3M products.
A combination of split screen comparisons and graphics will make this aesthetically striking in order to capture the attention of viewers within the first few seconds.
2. the big Reveal
In this video, mesmerising visuals of tools in action draw in the viewer, asking the question: What are we sanding/cutting? The use of slow motion and macro shots mean that the item in question looks unusually beautiful - until we zoom out to reveal what it is.
FACEBOOK promoted interactive content
1. Can you guess what it is yet?
Users must guess the identity of an obscure ‘sliced’ object before the timer expires, and are awarded an overall score based on speed / fewest incorrect names that is displayed on a leaderboard. Scores and game can be shared on social via a CTA that prompts users to challenge their friends and provides a pre-loaded Facebook post message.
2. test your tools to the limit
Users conduct ‘experiments’ by selecting different abrasives tools and possibly other non-3M tools to destroy different objects. Each combination reveals a video of what actually happened.
Shot in 1st or 3rd person, users are prompted via multiple choice buttons to walk their 3M engineer to select tools and objects to destroy from different tables, before choosing to see what happens.
3. Angle grinder adventures
Users become an all-action angle-grinder-wielding hero in an web app ‘interactive experience’ where they risk life and limb by making life-or-death decisions to complete their yet-to-be-defined, high-stakes perilous mission. The 3-minute interactive video will borrow from choose your own adventure books, the Crystal Maze, as well as point-and-click and first-person shooter video games, pausing at 3 predefined points where users are presented with a number of options to solve a problem. Choice matters, with the wrong choice leading to catastrophe (but with the option to ‘try again’) and the right choice allowing the action to move on.