This is a bit clever. Old Spice have upped the game with interactive video with this battle of the beats film. It’s a delicious rare blend of embedability, virality, interactivity and shareability. That’s four things so it’s probably something to do with Web 4.0 on the interweb number scale.
Wait until the film finishes and then interact with the video to create your own funky beats. The number keys kick off the beat which you can add to with the rest of the letters on your keyboard. You can even use the special interactive player to record your own remix and upload it direct to vimeo.
I want to make one of those.