When Voot got viewers to interact with its YouTube ad...

Voot partnered with YouTube for a day-long, interactive digital campaign on June 17.

As a part of a fun, digital marketing campaign, Voot (an over-the-top video platform from the house of Viacom18) partnered with YouTube for a day last week.

The objective was to showcase the variety of quality content available on its catalogue - over 20,000 hours, across genres.

Here's what Voot did: When people logged onto YouTube via their desktops on June 17, they were given the option of interacting with the masthead, a Voot ad that one could 'play with' with one's cursor. For instance, one could 'wipe out' the surface of the ad and reach a layer beneath it. In the process, netizens could discover the range of content available on Voot.

Vikas Agnihotri, industry director, Google India, says, "For brand marketers, YouTube is akin to the 'front page' of the internet. In addition to unparalleled reach, YouTube's inherent storytelling capability allows brands to deeply engage consumers and take them on a journey with them..."

Akash Banerji, vice president, marketing and partnerships, Viacom18 Digital Ventures, says, in a press release about this digital ad, 'Marketing in the digital world, and more importantly for a digital brand, is all about shedding conventional ways and trying out interesting experiments..."

He adds, "To bring this idea to life, we forged an extremely critical partnership with Google... Both teams worked with a single-minded mandate - to engage with consumers and get them to experience the width of our content, spread across genres and age groups. It reinstates our brand philosophy, 'Ek baar watching, non-stop wanting'."