White out can help you fix mistakes and rewrite stories on paper as many times as you want. But what if you could use a white out in real life? Tipp-ex created an interactive YouTube video called “A Hunter Shoots a Bear”, that allowed you to white out the word shoots in the title and rewrite the story any way you pleased. Adding an action of your own took you to a different funny or bizarre storyline, with 42 alternative scenes shot in total.

The video was a huge success, with over 46 million views on YouTube, one million shares on Facebook, 220,000 tweets and 60,000 online articles, all amounting to over 3.2 million euros in earned media and, most importantly, increased sales of 30%.