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I don’t know about you but I found the above online banner ad to be more enticing than just a “click here.” I sat for some time just drawing on the poor dude’s face.
One of the more popular strategies used in the online advertising industry so far has been this idea of play and gaming incorporated into the ad. A major difference between online ads and ads in other media like television is this fundamental idea that you can’t play with a TV ad for 5 minutes. This is exactly the idea that Burger King is capitalizing on. Matt Griswold, the VP of Stragegy at Soap Creative wrote an online article about how play marketing is all the rage. He says, “In 2010, and the years to follow, the burden of success will have less to do with simply getting noticed and everything to do with driving participation.” http://www.cmo.com/gaming/play-marketing-how-principles-gaming-are-changing-conversation In this Burger King ad it is all about participation of the consumer. He also says that consumers expect a joystick so to speak. This ad allows the consumer to use the mouse as a sort of joystick.
As I mentioned in a previous blog post the more interactive a banner ad is, the more successful it is in relaying its message. Gaming is essentially interactive. It was said by Chris Crawford, a computer game developer, in his book that people are innately animal and that we play in order to learn. (http://www.mpendolino.com/interactive/in-tool.html) In this Burger King ad the consumer is being educated about the brand of Burger King. The brand name will not so easily be forgotten as if it was just a traditional or static jpeg or gif image.
Dynamic Logic is a leader in research measuring marketing effectivness of online advertising. They found that rich media like the ad used by Burger King is more effective at brand recognition than standard gif campaigns.The study was based on ads that appeared on major sites like ESPN.com, NYTimes.com and MSN.com, for advertisers such as Citibank, Miller Brewing Co., Kimberly-Clark and Proctor & Gamble. They found that those consumers who were exposed to rich media were able to match brand with product 44% of the time compared to 21% (those exposed to traditional ads). (http://www.mediapost.com/publications/article/7721/rich-media-lifts-brand-metric.html)
Burger King has the right idea with this banner ad with incorporating the rich media and gaming aspects to leave the consumer with brand recognition.