Youtube annotations are finally being used in an interesting way by a big brand. The world's largest toy company Mattel is using YouTube's techonology in a major digital campaign for its new product Hot Wheels Custom Motors. The new product allows you to customise your vehicle in over 100 combinations by changing parts such as wheels and spoilers...this product was pretty much made to utilise youtube annotations an advertising platform.

In the videos you are taking part in the Hot Wheels Custom Motors Cup and have to race your chosen car across 3 tracks to victory. To win though, you have to customise your car with the perfect gear for each track (speedway, desert, snow). Before each race you are taken into the garage and have to click on the video to select which part you want, for example you can choose from oil slick, bigger engine or spoiler in the speedway. This will then choose the corresponding video and if you've chosen the right part you'll come first. It also works out your overall score which ties it all together nicely by the end.

This is a great example of brands breaking free from traditional advertising to create something new and exciting which hopefully will go viral, 200,000+ visits in the first month isn't too shabby, and I really like how it is using the perfect platform for the target market.

Although short, this is a really nice user experience and because the videos are so great I am definitely going to go back and see the outcome of each part choice as I came 2nd on my first go...not bad, even if it is aimed at kids!