• by Laurie Sullivan  @lauriesullivan, December 5, 2014

Interactive video has become a building block for content.

Kate Spade has began rolling out its interactive holiday Shop the Video ad starring Anna Kendrick. Titled The Waiting Game, the content allows consumers to tap everything they see in the video that they love. When the credits begin to roll, viewers are asked to click on the icon in the lower right-hand corner to view and purchase the styles and go behind the scenes to view extra clips.

The video keeps playing and collects clicks in a sidebar. An icon on the lower right corner in the video records the sequence of clicks allowing the viewer to see details about the Kate Spade items after the credits roll. A "Buy Now" button takes the viewer out of the video and on to a product page with ecommerce features.

The 2:37 second video directed by Michael Mohan first surfaced in mid-November, but the brand now uses it in its email holiday message. It content shows Kendrick returning from a day of shopping only to realize she forgot her apartment keys. With her dog by her side, she uses the unexpected free time to loudly sing holiday jingles, drink champagne, and show off her Kate Spade clothes. She finally gets into the apartment by pulling down the fire escape ladder by making a rope out of the shoes and clothes she purchased earlier that day.

Kate Spade is one in several retailers that is seeing quick sales per square foot growth, despite an increase in total retail space of 46.9%. The company spent $59.3 million in advertising last year -- up 34.77% compared with the prior year, per eMarketer.

The brand's sales in North America rose 36.4% in the third quarter, driven mainly by demand for its higher-margin New York-branded handbags and accessories, the company reported in November.