Crabziness
Agency: Vokshod, Ekaterinberg
Client: Vičiūnai Group
The
Crabziness campaign was an online campaign that took advantage of YouTube
preroll ads by inciting audience participation.
On the original add, there would of course be the “Skip Ad” button, but
they added another one that would “add crab” to the commercial. Clicking on the advertisement itself would
cause crabs to take over the commercial, resulting in a heavy metal jam
session, an opera solo, and more zany madness.
Effectively,
this advertisement caused 53% of complete commercials viewed instead of being
skipped, with an increate of 5x video watch for the ads advertising the crab
strips. Overall, there was a large
post-modern aesthetic to the campaign, relying on a millennial sense of
Internet humor and memes that were risky in hitting their marks. Even further, the campaign relied heavily on
audience interaction, which was not guaranteed considering that the “add crab”
button wasn’t very obvious against the already-chaotic scenery in the shot.
A
large improvement to this ad would be to make the prompt for audience
interaction far more apparent. Providing
more incentive for the audience to click the button would make the commercial
more relevant at the same time. Without
this guarantee, a large potential of the campaign was lost, and it didn’t give
a full effect to the audience. Nevertheless,
for an internet commercial, it was a creative idea that drove home the power of
random encounters.
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