What makes an online campaign most successful is the same thing that makes every other campaign work. It needs to be relevant, attention grabbing, and interest holding. A fantastic example of using these elements in an online click through campaign was done to promote Karen Quinn’s new book Life In The Fast Lane. The ads were placed on blogs targeted to women, as the fiction book could be classified as ‘chick lit’. The funny one liner ads were placed in the sidebar of various blogs and led to a contest to encourage women to send in their experience of when they knew ‘they were living live in the fast lane’. The responses were sometimes turned into their own blog ads and the contest was an overwhelming success to gain publicity for the new book. “The one-liner entries describing women's life in the fast lane experiences fuel the ads on 20 blogs, where click thru rates as high as 1.7% are driving traffic to the contest. (Ochman, 2007)” The advertising was attention grabbing for the target market, the tone of voice resonated with the customer, which is what differentiated these ads from many of the others online. The ads were easily placed on blogs where the ‘chick lit’ loving target market would be sure to frequent. The ads were simple yet clever and most importantly spoke directly to the audience it was trying to capture. A rare example of an enjoyable banner advertisement.
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