My Take on Current
Events: “Enter our Product Benefit to proceed”
Last time in class we talked about how marketers could break
through the clutter, but not interrupt the audience in their activities and
thereby annoying them. So the other day I searched for some Broadway tickets
online. And sometimes, if you want to buy tickets, you have to verify that you
are human and enter a word that is displayed in a distorted way so that
machines cannot read them. So at this website, instead of a nonsense word, a small
add appeared.
The first one was for Swiffer, and said “Click here to view
Security Code.” When you clicked there, a video started about Swiffer, and
after a few seconds the “Security Code” appeared, which says “Better than a
mop.” So you had to enter these words in order to proceed.
The second ad was for Dish TV. They did not use a video
here. You only had to enter “Save with Dish” to continue.
I took a little video of it – here it is:
So relating back to our class discussion, I thought this was
a nice way to break through the clutter, and appeal to the audience at a moment
when they are paying attention to nothing else. Also, as they have to enter a
security code anyway, it is not a interruption of the process they are
currently in.
My TTIY Project
This week I took a look at American Eagle’s Instagram feed.
Next to the pictures that are also available on Facebook and Twitter, the
Instagram account also offers more “real” content. One can see that some of the
pictures are not professional shots, but are probably taken by employees in the
stores, promoting new arrivals or celebrity visitors. They also make use of the
InstaVid function and offer some very cool “timewrap” styling videos, but also
funny content such as the “HallowEagle” scaring the AE employees on Halloween.
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