If you take a look at the source of the .gifv link from their blog posting it looks like this is exactly what they are doing:
<video height="370" width="660" autoplay="" loop="" muted=""><source type="video/mp4" src="http://i.imgur.com/zvATqgs.mp4"></video>
If you open up zvATqgs.mp4 you are redirected to a .gifv file, which is an HTML document. It has a video tag that mutes the audio.edit: This is interesting, though:
~/temp curl -I http://i.imgur.com/zvATqgs.mp4
HTTP/1.1 200 OK
Last-Modified: Fri, 26 Sep 2014 20:44:27 GMT
ETag: "2342c1e692a327e61be8395bf4d9109c"
Content-Type: video/mp4
Browsers, however, are redirected to the .gifv link, while curl gets the raw mp4 file. Interesting. I was expecting a 30x response code.Further edit: Passing a user agent to curl also causes the raw mp4 file to be returned, with no redirection. Anyone know how they are doing this redirection for browsers but not for curl?