Teenagers were carrying knives believing they offered protection. The Metropolitan Police wanted to communicate that the reverse was true. A YouTube film campaign using annotation technology enabled viewers to choose what happened next. Carry a knife? Go to a party? Staban opponent? After experiencing the consequences of their choices, viewers could choose a different ending; 21 films, ten different endings. Seeded online, the campaign appeared unbranded, employing social media, search, in-game posters and blogs. The response: average viewer engagement of nine films; average rating 4.6 out of 5; 80 YouTube comments a day; 78% awareness; 2,628,350 views.
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