Clever new Apple online campaign about customer satisfaction
Apple has launched a clever new advertising campaign online and it occupied a larger-than-usual amount of real estate on the CNN.com homepage this week. I snapped a few screen shots (please excuse the headlines in the images below from CNN, but this was the current news at the time of the screen shots.):
The two ads, while physically separated on the screen, were designed to interact with each other as "PC" walks away from "Mac" from the right-hand ad to the top ad to destroy the customer satisfaction odometer:
As engaging as the ad was, I realize now that I didn't even click on the ad -- probably because I'm not in the market and already am a Mac owner (and thus fully aware of my satisfaction with the Macs I own).
After "PC" is finished breaking the odometer, the ads fade out and we see the Apple logo up top and the call-to-action on the right-hand side. Very interactive and one of the few ads I've actually wanted to toggle the audio ON for. Smart of Apple to default the audio to OFF as I'm usually scrambling for the pause or mute button when audio automatically starts playing when I visit a site.
An excellent way to leverage the interactive medium of banner advertising by utilizing characters originating from traditional television spots.
Blog by Eric Long
I'm an experienced online marketer, information architect, digital strategist, and social media enthusiast. I'm passionate about providing outstanding cross-channel experiences for considered purchases (with a focus on mass customization).
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May 5th, 2009 - 20:54
I found your blog by Googling this banner ad. Honestly, this is the first banner ad that I have EVER paid attention to! The final image of the apple logo is brilliant; being the complete antithesis of what a banner ad normally is, Apple not only caught my attention, they KEPT my attention.
Glad to see the mention, and great blog!