The New York Times got me to watch an interview with Justin Bieber in it multiple times. Along with (mostly) Diplo and Skrillex, a visual layer set on top of the video interview further explains what the musicians are talking about.
Here, just watch it.
Then compare that with another New York Times piece from 2012, which happens to interview another producer who worked with Bieber. Today's piece seems so much more refined, even though the older interactive seemed to work really well at the time.