Charlie Brooker did it first with his groundbreaking, interactive TV episode of Black Mirror -Bandersnatch. Now brands are following suit with online experiential content to provide a creative way of engaging with their audiences.

This month ITV launched an interactive advert for I’m a Celebrity (featuring series anchormen Ant & Dec in a small boat bound for Australia). Viewers will have the chance to steer their fate as they meet various perils along the way in a series of interactive offerings which will are running during X Factor: Celebrity, ahead of the launch of the first adventure.

Meanwhile, Tinder are running an interactive video event every Sunday night in October where viewers must make split-second choices via the traditional ‘swipe’ feature to survive the apocalypse. The selections you make during the chaos will throw up a series of potential matches by sending you the profiles of people who made similar decisions to you. Are they trying to prepare you for worst case scenarios in a relationship? If you can survive the end of the world you can get through anything together. We’ll see if it’s successful.

Slightly simpler, choose-your-own-adventure stories have also been appearing on Twitter.

The Tower of London challenges you to escape captivity via a series of situations. You’ll need strong survival skills because death awaits at every corner and it’s not easy to flee to safety. The thread has had around 2000 retweets so far. Have a go, it’s captive -ating (pardon the pun)!

This one by charity The Trussel Trust, brings the harsh realities of life on universal credit to life. It’s a powerful journey through the very real choices many people on benefits face and is sure to raise awareness for the cause.

With a slightly more lighthearted approach to jeopardy we think this format could be easily adapted to food, with situations like ‘four hungry friends turn up unannounced - what can you get on the table in a flash?’ The jeopardy… can you feed your friends successfully before HANGER sets in?

Or why not test your food knowledge by asking ‘you are missing one of the key ingredients in this recipe – what do you use as a substitute?’ Do you end up with an edible result? Or asking people to make a choice based on what ingredients they have at home to discover a different brand recipe.

However this format is applied, one thing is certain. This is a trend that is growing, so expect to see more interactive content on every platform.

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