Interactive Video Just Might Bring Customers Closer

The pop band/art troop Devo has released what it claims is the first interactive music video for their song “What We Do.” In addition to allowing viewers to choose scenes around a 360-degree panoramic virtual stage, the interactive video enables viewers to purchase merchandise featured in the video.

Here’s a Youtube version of the original interactive video. Unfortunately, the original is no longer playable on modern browsers:

The Devo interactive approach offers some interesting opportunities for marketers. (Imagine feature films and t.v. series from which users can instantly order the product placements.)

Also, I’m intrigued that Devo’s interactive video format requires features that Youtube currently can’t support. Just when we thought Youtube was the only game in town, Devo launches cutting edge capabilities on Mashable.