The deluge of online video content, all clamouring for your attention, has led brands to seek out new ways to capture an audience. Offering viewers the chance to interact and change the course of the action is a surefire way to stand out from the crowd. We recently looked at Possibilia, an interactive film where viewers' choices could result in 30 different endings.

In a similar vein comes 5 Minutes, a film for G-Shock designed for tablet devices. The film follows of the struggles faced by a father and daughter in the wake of a rather nasty looking zombie outbreak. Viewers are challenged to complete various gestures within a time limit to keep the characters from becoming zombie food.

Taking serious cues from the kind of quicktime events that are cropping up in video games with increasing regularity, the film, written and directed by Maximilian Niemann suggests that, when it comes to branded content, consumers are becoming less generous with their time and so brands need to employ innovative ways to keep them engaged.