The Expendables Take Over YouTube

In recent times we have noticed YouTube has stepped it up their efforts a notch to monetise their website. After the $1.65 billion takeover it Google were always going to expect to get a return on their investment. In some cases the increased advertising is a nuisance, with many a video now sporting pre roll ads.

But thankfully, in some cases it is actually driving new found creativity. The YouTube channel for the new Sylvester Stallone blockbuster is a great example.

The above video shows what exactly happens when you go to The Expendables YouTube channel. It starts of as a normal interview, but soon we notice that people in the thumbnails are actually aiming their sniper rifles at Sly, after which he pulls out a rocket launcher and blows the page to pieces.

It’s not the first case where we have seen the content interact with the video portals’ environment, Nintendo did this over 2 years ago for the launch of their new Wario game. But it shows great creativity and it’s good to see YouTube are working with agencies and brands to move their platform to the next level of branded content and user engagement.