Viewers can shop or merely watch Oki-Ni’s new video/ad/catalog.
Is it an ad or an online catalog? Technically, a slick new video from Korean retailer Oki-Ni (click the link to watch the video) is both — and it’s pretty awesome. Male models in a moody setting wander through a house, doing things like playing ping pong while wearing perfectly-styled outfits. But what makes the film stand out is that all those outfits are fully shoppable — just click on a model twice, and the links pop up to buy his outfit. Click again to resume watching the video, entitled “The Game” — which was produced by Ridley Scott’s production company, RSA/Black Dog.
The shopping technology was provided by wireWAX, a tool that enables video tagging. Given how cool yet accessible Oki-Ni’s new ad makes shoppable video seem, how long before this technology crops up on American retailers’ websites?