Being part of a brand newsroom means you have to keep up with what’s happening out there. You have to stay on top of your game – always be thinking about the next big thing. The next Superbowl tweet. The next feel-good video. The next Real Beauty campaign.
A few months ago, I stumbled across that next thing. And I can’t stop thinking about it.
Last December, The New York Times put together something special. Something unprecedented in the world of narrative storytelling. So much so, that the story won a Pulitzer for features writing and a Peabody Award. “Snow Fall: The Avalanche at Tunnel Creek” pushed the boundaries of modern storytelling by integrating layers upon layers of multimedia (real-time video simulations, 3-D topographic map renderings, dreamy animated .gifs and witness interviews) into traditional reporting.
Rather than simply tell a written story, the audience is immersed in this winding, visceral experience about an avalanche that swallowed an entire mountainside of backcountry skiers. People went crazy for the story, and it showed in the numbers. “Snow Fall” had 3.5 million page views, with an average engagement of 12 minutes. 12 MINUTES. Think about what a substantial chunk of time that is in today’s market.
As Raidious celebrates our fourth anniversary as a company, we’ll be rolling out our newest line of service to clients: interactive content. Does this mean we’ll be developing projects as complicated and labor-intensive as “Snow Fall?” Probably not. We’re in the business of generating relevant content for a fast-moving audience, so it’s doubtful we’d ever spend six months developing anything this robust. But it does mean we’ll be exploring new ways to tell your brand’s story beyond traditional static media.
The underlying message is simple. If the content isn’t there, the presentation doesn’t matter. But we’ve always taken our content seriously at Raidious. Interactive storytelling will just enhance the impact of what we’ve always offered: solid content.
image: Newsroom at The New York Times, by Matt Haughey