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The full story was shared by users on their own accounts on both YouTube and Instagram.In August 2018, the first of the videos rounded 10 million views on YouTube after only three months (US/UK version).

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The videos series ended up on YouTube's Global Year End 2018 Ads Leaderboard above the top 10 best commercials worldwide.The Leaderboard is determined by an algorithm that measures 'organic and paid views, watch time and audience retention'. According to Google, this is extremely rare, especially for YouTube Ads. The video series appeared on YouTube Ads Leaderboardtwo months in a row.In essence, this meant having a series of videos linked together via end-cards, both to accommodate the ranking algorithm of YouTube and to keep the user invested.Д®xample of a fail scenario: Owen trying to fit Blue into a chopper. The вЂfailsвЂ™ presented the result of the wrong choice in a funny way while guiding the viewer onwards to the main path. We did this by having entertaining вЂfailвЂ™ scenarios and also avoiding backtracking, so that the story always moved forward. We wanted to create a consistently positive experience where the вЂwrongвЂ™ choice was just as rewarding as the вЂrightвЂ™ one.

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To keep people engaged and not drop out of the story, we created a flow that would take the user on an engaging journey through multiple scenarios, each of them ending with the user having to actively make a choice on how to proceed.

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We mapped out the key scenes of the movie and their location on the island of Isla Nuba in order to be able to reference our products in an authentic setting, capturing the DNA of the IP. In order to establish the best possible link to the movie that had yet to launch, we stayed true to the movie trailers and the iconic scenes of main character Owen running from the exploding volcano, raising the velociraptor Blue and ultimately venturing into the mission of rescuing Blue. Video being linked together via end-cards to accommodate the ranking algorithm of YouTube and to keep the user invested So, in addition to involving the users as an off-camera character in the story itself, we took advantage of the conventions that users already expect from YouTubers who regularly ask their followers to respond, subscribe or see other related content. Since the campaign's success was based on the ability to get the users to see the videos all the way to the end, we got the film's hero, Owen, to break вЂthe fourth wallвЂ™ and talk directly to the user. In addition to creating a positive experience for the user, this behaviour plays very well with YouTubeвЂ™s indexing algorithms because of the longer sessions it encourages. This meant that the users became active participants in the storytelling rather than passive recipients of content. We created a вЂChoose Your Own AdventureвЂ™ narrative flow called Rescue Blue that took the user on a journey through several videos, each of which ended by asking them to decide how the story should continue if dinosaur, Blue, was to be saved from the impending danger of an erupting volcano.

We were faced with a target group that, because of their use of computer games and online platforms, expect entertainment, surprise and, not least, that they are in control and in the centre of it all, no matter what they do. The challenge was to maintain the essence of Jurassic World and recreate the mood of the film's universe, but at the same time transform it into an engaging experience for children вЂ“ all while remaining true to the LEGO brand. Continuing our 45-year relationship as global lead agency for LEGO, Advance was assigned to communicate the new LEGO Jurassic World product line on the preferred platform for kids, YouTube. In the spring of 2018, Jurassic World: Fallen Kingdom, the second Jurassic World movie, hit film theatres worldwide. How do you launch a product that ties together the worldвЂ™s favourite toy brand and one of the biggest franchises in movie history and do it all in way that appeals to fickle and agile minds of digitally-native kids and leverages the viral potential of the platforms they spend time on?