A scroll-stopping digital experience, by contrast, takes it one step further. Whereas scroll-stopping content can take any form (from a video to an article or even a meme), scroll-stopping experiences are much more immersive. As you’ll see in the examples below, they are often packaged as microsites or websites. Think of them as interactive digital features.
Scroll-stopping digital experiences should be:
- Interactive and immersive
- Unexpected and unique — but never gimmicky
Scroll-stopping digital experiences inform your audience about your issue (or some key aspect of it), inspire engagement, convert new supporters to your cause, and underscore your organization’s credibility. Just as importantly, your showpiece digital experience should feature prominent calls to action. Once you’ve engaged your audience and convinced them to side with your cause, what do you want them to do next? Make those next steps clear and easy to follow.
True scroll-stopping digital experiences aren’t your run-of-the-mill monthly or weekly content items. They represent a major investment of time and resources. Because of that, they must serve a specific, strategic purpose. Moreover, they should benefit your organization for a long time (or be used to maximize impact in a shorter time frame).
Ideally, you should plan to produce at least two interactive digital features per year. Your overall strategy for change should determine the exact number. If your organization is involved in multiple issues, scroll-stopping digital experiences are a good way to more meaningfully advance each of your core areas of action.