购物音乐视频：想买什么点什么

    WireWAX 是一种公用的在线工具，SSENSE希望用它制作互动音乐视频。赫利尔解释说，这个工具运用了“动作跟踪热点技术，能在屏幕上跟踪移动的图像，并创建可与用户互动的标签。”（如果图像快速连续运动，就颇具挑战性了。）其他时尚品牌，如耐克（Nike）和汤米•希尔费格（Tommy Hilfiger），已经开始与这家位于英国的公司合作制作互动视频。而SSENSE似乎是第一家把这种技术用于传统音乐视频格式的公司。

    WireWAX的技术能让各品牌了解用户是在什么地方用什么方式与内容互动的。而在前台，用户可以看到某样物品已经被浏览了多少次。WireWAX的联合创始人丹•盖拉维称，对各品牌来说，wireWAX跟踪的信息“比我们实际上展示出来的信息更多”。这项技术能知道用户的光标在一件物品上停留了多久，能跟踪鼠标的运动，知道用户点击了哪些标签，以及这些点击是否转化成了实际的销量。盖拉维说：“用户的整个浏览过程都被记录下来了。”

    和其他普通在线视频一样，《我想她准备好了》也能放到其他网站和博客上。盖拉维说：“不管这段视频在哪儿播放，人们都有可能购买视频里出现的产品，而无须再去SSENSE的网站购买。”SSENSE的首席执行官拉米•阿特拉赫相信，就结合技术、娱乐和零售而言，这个片子十分独特。

    SSENSE looked to wireWAX, an online tool that's available for public use, to make the interactive music video. The tool uses "motion-tracking hotspot technology [that] follows moving images around the screen and creates tags that can then be interacted with," explains Hellyer. (This can be challenging when images appear in rapid sequence.) Other fashion brands, such as Nike (NKE) and Tommy Hilfiger, have already partnered with the UK-based company to create interactive videos for their brands. SSENSE appears to be the first to use such technology with the traditional music video format.

    WireWAX's technology lets brands see how and where users are interacting with the content. On the front end, users can see how many times an item has been viewed. For brands, wireWAX tracks "more information than we can physically show," says Dan Garraway, co-founder of wireWAX. The technology knows how long a user's cursor hovers over an item, tracks mouse movement, what tags they are clicking on and if those clicks convert into sales. "The whole viewer journey is being recorded," Garraway says.

    Like regular online videos, "I Think She Ready" can be embedded on other sites and blogs. "Wherever that video is there's the potential for people to make a purchase of the products right there within the video without having to go to ssense.com to do that," Garraway says. SSENSE's CEO Rami Atallah believes the clip is unique for blending technology, entertainment and retail.

    它还能减少用户搜罗自己的偶像所穿行头花费的时间。丹•盖拉维表示：“如果SSENSE的这段视频没有运用wireMAX技术，观众可能需要在看了视频后先去谷歌（Google）网站搜索SSENSE公司，在公司电子商务系统中的网站上找到相关产品，再去能买到的地方买。而我们把可能需要进行的10到12次鼠标点击减少到仅需一次。”

    但这一招能提升销量吗？阿特拉赫称，这段视频在4月4日发布时，《我想她准备好了》这个标签已经开始在Twitter上流行，而公司官网的访问量增加了20%。通过分享和评论，伊吉•艾泽拉、弗吉和明星制片人迪普罗（在此片中担任配角）的粉丝们也为这段视频增加了人气。不过，阿特拉赫并没有公布具体的销售数字。

    这段视频发布时，观看人数超过了10万之众。L2公司的德里克评论道：“目前，这种可购物视频的主要用处似乎是制造公关效应，而不是提升实际销量。不过，随着时间的推移，在理解如何打破内容和商业之间的壁垒这个问题上，正在试用这项技术的品牌将会握有先发优势。”

    译者：清远

    It could also cut the amount of time spent searching for what viewers' favorite artists are wearing. "If this SSENSE video had gone out without wireWAX, you would have expected the audience to watch the video, then potentially go to Google (GOOG), search for SSENSE, potentially find the product on their website on their e-commerce system, and then get to the point where they would buy it," says Dan Garraway. "You're bringing that potential 10-12 clicks down to one click."

    But does it boost sales? The hashtag #IThinkSheReady was trending on Twitter and the site saw a 20% uplift in visitors when the video launched on April 4, Atallah reports. Fans of Iggy Azalea, Fiki and star producer Diplo (who makes cameos in the video) also brought attention to the video through shares and comments. Atallah isn't releasing sales figures.

    Still, more than 100,000 people viewed the video when it launched. "At this point, it appears that the main benefit of shop-able videos is PR buzz, rather than actual sales results," says Derricks of L2. "However, over time, brands that are experimenting with this technology will have a head start on understanding how to break down the wall between content and commerce."