Face Wiping Advertising
How are you tracking your results?
I am probably one of the only nutbars out there who reads magazines and newspapers for the ads rather than the stories. I love, live and breathe marketing. I eat it for breakfast, lunch and dinner. I can’t escape it because I do it for a living and it will likely always be a part of me.
I was flying on WestJet to Toronto in April. On my flight home, I noticed I was just about to wipe my lips with a WestJet ad. Sound strange? Not really. WestJet was promoting their RBC Bank Mastercard on their cocktail napkins. Everyone who had a beverage or snacks got one. The ad was simple: a graphic of the credit card and website address connected specifically with the campaign so any interested party could find out more. It was that simple. I’d be curious to know how many people during the time of this campaign visited the RBC.com/wjoffer link. RBC would definitely be able to answer that question.
This is a fine example of two things:
1. A unique and unexpected medium of advertising.
2. The use of a designated website link as a call to action and tracking system.
I have to admit, I was impressed.
Hi Jen.
The idea sounds good, but when you think about the practical implementation, I am not sure about the effectiveness of this campaign.
Consider the fact that you are in the airplane. Most airlines don’t offer WiFi. You use the napkin to wipe you face, therefore unlikely to grab another one on your way out. I am not sure if anybody would remember the url. The real promotion which they got was your newsletter.
I experienced much better call-to-action on my flight to NYC. The stewardess brought us fundraising envelope, right after she served us alcoholic beverage. It was for charity and I saw many people to bring their wallets.
cheers
Vaclav
Prosyna
Vaclav – I think we can learn so much from what other countries, particularly the US is doing in regards to marketing. Thanks for your comments. Jen