Creative agency 18 Feet & Rising has launched its first digital campaign for SKODA an interactive online experience called 'Fight for Attention' for the new third-generation … read moreFabia car. The campaign is the first advertising creative to use pupil eye-tracking technology, measuring and displaying the results of the user’s interaction with the film in real time. The ground-breaking technology, developed by Visage Technologies, was adapted and integrated into the site by tech partners B-Reel. The user experience starts with the calibration of the user’s pupil movement with the computer’s webcam. A 90" split-screen film follows, featuring two Fabias racing through a number of locations, fighting for the user's attention. At the end of the race, the eye-tracking allows the site to calculate which Fabia stole most attention during the race, work out what they saw and missed, then create a personalised infographics of the eye movement and unique viewing statistics.Agency: 18 Feet & Rising, London
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