YouTube guessing game

Reaction videos have become one of the staple products served through the YouTube interface. For every weird, horrifying or disgusting viral video, there are a slew of follow-on clips showing people reacting to the content. And in an effort to make its YouTube ads a little more engaging, UK-based BT TV has launched a new campaign that asks viewers to guess what celebrities are watching. 

Simply showing the facial expressions of a actors, each video gives the viewer a choice of two possible videos that the person depicted is watching. The quiz then leads to a second, third, fourth and fifth video, after which the viewer is given a score out of five.

Developed by creative agency Fishburn, this is the latest example of advertisers experimenting with the interactive elements available on YouTube.