On Wednesday, roughly six months after raising $1.1 million and working with the likes of HBO and NBC, FlixMaster announced it was bringing its technology to the iPhone and Android. Clients Maybelline New York and Philips are using FlixMaster’s video platform as an element of new mobile campaigns, said Erika Trautman, FlixMaster’s chief executive officer.
Maybelline recently unveiled #TheGlamourEye, a campaign anchored with a “Choose Your Own Adventure” book-like beauty tutorial where users can, mid-video, select different options — including time of day and style — to get makeup ideas and click to buy products.
Philips later this month is expected to launch a video campaign that allows users to pick different razor styles. FlixMaster officials hope the big-name campaigns could help deepen the company’s reach into mobile.
“Mobile devices are really changing the way we think about video storytelling,” Trautman said.
FlixMaster didn’t invent interactive video, but Trautman believes the company’s spin on the technology could draw additional customers.
FlixMaster’s cloud-based, software-as-a-service technology complemented with a suite of analytics allows people to create the videos in-house and tweak them on the fly, she said.
Trautman relayed an anecdote of an enterprise client seeing an unexpected drop in viewership at a certain point in a video.To solve the issue, the selection menu was moved earlier, she said.
“It affords iteration to a medium that didn’t use to have that,” Trautman said.
In the coming weeks, FlixMaster expects to announce a rebranding campaign.