An awesome well edited ski video that allows you to find out what the riders are wearing in it. As you watch the video product tags appear on screen. When clicked these tags or hotspots reveal a small product blurb, which can direct users to the online store if they wish to find out more or purchase the product. Hotspots are normally associated with those ugly tags and pop up ads on YouTube. However in this Hotspot for Nike, AKQA have added a whole new element to online content that is useful for brands and consumers alike. These hot spots place products in a real world context allowing the user to enjoy watching the video and find out about the products on offer. Considering the amount of money brands spend on sponsoring sporting professional for their appearance in videos and competitions. Hotspots offer interactive videos that build on an established association mechanic. Then when you think about the strength of a good viral video in creating excitement and brand awareness. These new hotspots videos offer the opportunity for brands to unexpectedly tap in to new consumer groups.