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Discussion – 


Discussion – 


You Should Meet Eko (Because You’ll Probably Be Seeing a Lot More Interactive Video in 2020)

What is EKO Interactive Video?

Founded as Interlude in 2010 before rebranding in late 2016, Eko is a media and technology company that offers an interactive video platform, enabling creators to make choose-your-own-adventure videos.

If your eyes glazed over a little after reading all those buzzwords, Eko is the company responsible for this video on making a stuffed baked potato. Depending on the choices you make, your spud could come out in 20 different ways — including one ingredient combination that pairs candy sprinkles with bacon and sour cream. Pretty sweet, right? (Or savory.) And if you’re not a potato fan, try this clever Bob Dylan video that lets you “switch the channel” from one person lip syncing Like a Rolling Stone to another.

Don’t be judgey

While you’re not likely in the business of shooting baked potato or Bob Dylan videos, don’t dismiss the power of interactive video. Eko and other interactive video platforms allow marketers to tailor content and product promotion based on the watcher’s feedback. Imagine the possibilities.

Sounds kinda cool. Who’s using it?

If you follow media closely—or if you’re trying to up your cooking game—you’ve probably seen Eko videos, whether you know it or not.

The interactive video-platform developer has racked up big-name clients to produce work like BuzzFeed’s Tasty interactive videos (that potato and sangria recipe, for example) and Refinery29’s “Money Diaries” series, an adaptation of its personal finance column (and podcast. AND book. This just in: Turns out people are interested in money).

But the list of brands Eko has worked with extends far outside of media. Its partners include A&E, Coca-Cola, Heineken, Lexus, Nike, Walmart…the list goes on.

And just last month, Eko debuted four original scripted series—two of which “include accompanying interactive features that are designed to spur viewers to go buy stuff on Walmart’s website,” according to Variety. Do we live in a Black Mirror episode?

theCLIKK’s Take: Considering that Walmart alone invested $250 million to form a content joint venture with Eko, you’ll probably be seeing a lot more of Eko (and other interactive video platforms) in 2020. Start whiteboarding your “choose-your-own-adventure” marketing videos now. 🙂



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Russ Henneberry is Founder of theCLIKK, an email first publication about digital business. He is an entrepreneur, speaker and author of Digital Marketing for Dummies. Russ has certified thousands of marketing professionals and business owners in disciplines including content marketing, search marketing and social media marketing.


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